Client: USA-based hardware company specializing in screws and construction hardware.
Challenges:
- Revenue Growth: Increase revenue while maintaining stable ROAS.
- Campaign Conflicts: Same products running in multiple PMax campaigns causing internal conflicts.
- Underperforming Non-Branded Campaigns: Past non-branded campaigns were ineffective.
- Low Product Visibility: Certain products weren’t receiving sufficient exposure.
Strategies Implemented:
- Product Segmentation in PMax Campaigns: Restructured campaigns to eliminate internal conflicts by ensuring each product was unique to its campaign, improving efficiency and performance.
- Revamping Non-Branded Campaigns: Analyzed past data to identify successful strategies and launched a new non-branded campaign, achieving a 2.8x ROAS.
- Launching New Product Campaigns: Introduced campaigns targeting underspending products and a Dynamic Search Ads (DSA) campaign, generating over 2x ROAS and increasing product visibility.
Outcome:
- Revenue Growth: Increased monthly revenue from approximately $57K to over $81K.
- Growth Rate: Achieved more than a 42% increase in monthly revenue within a year.
ROAS Stability: Maintained stable ROAS despite a 29% year-over-year (YoY) increase in average CPC due to increased competition.
