Turning tables and delivering 87% increase in ROAS
The challenge involved a decline in performance, necessitating a restructuring and modernization of the core advertising platforms to enable ongoing growth, especially in light of decreased search intent following the pandemic. Meta was not being effectively utilized, with limited experimentation and creativity, while Amazon's approach lumped all products into a single campaign without proper segmentation or prioritization.
The solution entailed modernizing the PPC accounts by restructuring campaigns according to best practices and integrating newer campaign types. Microsoft Ads were reintroduced to capture additional market share. The product feeds for Google, Bing, and Meta Ads were rebuilt using DataFeedWatch, incorporating optimized titles, descriptions, and lifestyle images for each product to enhance performance. This ensured that all product ranges were suitably represented through tailored ads with specific budgets and targets, rather than being consolidated into one campaign.
Additionally, Sponsored Display and Sponsored Brands campaigns were launched to engage unconverted customers and expand the audience reach, alongside Furniture Online's first venture into TV advertising. A meticulous, ROAS-focused approach to bid management was employed, featuring controlled testing of new bidding strategies and management tools. A comprehensive overhaul of GA4 was accomplished using GTM, addressing all essential ecommerce reporting variables and creating custom reports that surpassed the standard GA reports.
Client feedback included this endorsement: "I highly recommend their services to any business. Working with Bind has been a pleasure. From day one, our account manager demonstrated expertise in our market, interest in our products, and a clear understanding of our goals. We have witnessed increased consistency in our returns and growth even after a post-COVID decline and during a traditionally challenging summer." - Chris Horsnell, Marketing Manager, Furniture Online.