A One Channel In-efficient Marketing Approach, Positive YoY Growth
Back in October, Patrick reached out to us with an exciting but complicated challenge. They manage a 7-figure brand but were very well aware of their inability to utilize all marketing channels effectively.
Elesi and Soho Lighting, operating in a highly competitive market, faced the challenge of an over-reliance on Google Ads. This singular focus resulted in missed opportunities across other digital platforms and inefficiencies in their advertising spend. Their primary goal was to improve their Marketing Efficiency Ratio (MER), ensuring a higher ROI and better insights into product performance and user journey.
Cross-Channel Revamp: Scaling Davids embarked on a comprehensive strategy overhaul:
Meta Platform Overhaul: The focus shifted from awareness to conversion campaigns, incorporating diverse retargeting segments to engage a broader audience spectrum. We came up with new creatives utilizing aesthetic of brand and focusing on stand out features which improved the CTR and got us cheaper traffic to the site.
Innovative Use of Product Hero on Google: Integration of Product Hero’s Labelizer Feature enabled smarter budget allocation, categorizing products as ‘heroes’ and ‘villains’ based on their performance.
Data-Driven Insights with Cassandra: Cassandra was utilized for insightful cross-channel and campaign budget optimizations.
Revised Google Campaigns: Specific campaigns were launched for high-performing ‘hero’ products, leading to more effective stock management and sales forecasting.
A Sparkling Success!
These strategic shifts yielded impressive outcomes:
Previously, they didnt have any success on Meta and the situation turned around quickly after we started managing the account.
Meta Performance (October 15 – December 15, 2023): £5,399 spent, generating £34,271 in revenue with an average RoAS of 6.35.
Google Performance (Same Period): £52,500 spent, generating £203,000 in revenue with an average RoAS of 3.87.
Year-Over-Year Growth (October and November 2023 vs. 2022): 22% reduction in ad spend, 41% increase in ad-revenue, and a MER increase from 6.5 to 9.3, marking a 29% improvement year over year.
RoAS Improvement: October 2023 saw a RoAS of 4.66, and November 2023 a RoAS of 4.06
This case study exemplifies the transformative power of strategic diversification and data-driven decision-making in digital marketing.
Elesi and Soho Lighting’s journey from a Google Ads-dependant brand to brand with an efficient presence on all channels only improved their marketing efficiency. It also gave them insights about their products and how they can manage their supply chain more effectively.