Campanie
General Information:
Strategic approach:
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Context: Photosetup is a prominent player in the photo-video professional equipment sector with an annual turnover exceeding 3 million EUR. The primary audience includes both seasoned professionals and aspiring photographers and videographers. Despite a stable beginning in 2023, mirroring revenues and conversions from the previous year across all traffic sources—largely due to the surge in inflation and transportation costs—we recognized the imperative to reimagine our approach to Google Ads campaigns. These campaigns, responsible for 55% of our client's revenue, demanded a more nuanced focus on data and products to foster growth. Challenges: Navigating the growth trajectory posed several challenges. Foremost among them was the impact of inflation and diminished purchasing power among customers. The year 2023 witnessed a slowdown in the ecommerce sector due to manufacturers and shipping companies raising prices, consequently elevating the cost of our client's products. Balancing reduced purchasing power with increased product costs presented a formidable drawback. Additionally, aggressive competition emerged as competitors slashed prices to expedite product clearance. September, the inaugural month of our new strategy was expected to be challenging in terms of demand and revenues for our client. Further complicating matters was Google's Performance Max campaign, replacing the erstwhile Smart Shopping campaign, which afforded limited control over the products presented to users. Objectives: Our primary objective was to achieve a minimum 40% year-over-year revenue increase (from 600k RON to 850k RON), while maintaining the same Return on Ad Spend (ROAS). A secondary objective involved constructing a campaign structure that allowed for quicker control and decision-making. Approach: To realize our objectives, we adopted a multifaceted approach: 1. Differentiate our ads from the competition 2. Be more present in front of the user with the products that are selling really good 3. Making the budget more efficient and not waste it on products that aren't selling 4. Clean the data that is fed to the algorithm and provide extra data in order to help google deliver our ads better 5. Detect anomalies in realtime and exclude them from the algorithm 6. Take fast and even realtime decisions to optimize the campaign delivery and results 7. Make cross platform and attribution modeling analysis in order to better decide the optimization actions 8. Have clear projection in realtime of how the month is going to end for our client in order to know if we are on track |
Execution:
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