Case Study
ECommerce Retailer grows over Black Friday with restructured Performance Max campaigns
A client came to us with the vision to scale revenue and visibility over Black Friday and Cyber Monday weekend without breaking the bank or plummeting efficiency.
A thorough audit and analysis of the existing account structure was conducted before concluding that an overhaul of the structure was required to meet the client’s goals. The WMM team set into motion categorizing Performance Max campaigns and asset groups based on product performance using the GMC to define Custom Labels. Additionally tailored ad copy and audiences were incorporated to support the new campaigns. Such a significant change was a risk as Black Friday approached quickly. However, we measured the risk and communicated with the client to ensure that the campaigns would receive a sufficient number of conversions to be fully out of the learning stage ahead of the most important time of the year for eCommerce.
The new Performance Max campaign structure helped the account deliver a significant increase in visibility year over year; impressions increased by 95% and clicks by 38%. As expected with such a large increase in investment, efficiency dropped slightly with ROAS moving from 5.5 to 4.2 over the weekend; however, overall the campaign goals were achieved and generated an additional 24% in revenue year over year.
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