One year to increase the revenue to 380% keeping ROAS (11+)
Yarn, knitting accessories, knitted clothing, books on knitting - all of these are popular products for people looking to expand their style or pick up a new hobby. But how do you market them?
As it happens, new challenges are something we very much enjoy here at UAWC.
Let's find out how successful we were in handling this one.
About Knitted Clothing Store
The client is a Norwegian eCommerce store selling yarn, knitting accessories, books and patterns, and ready-made knitted clothing. It started as a small-scale family business/passion project, but quickly grew beyond the founder's expectations.
Maximize revenue from PPC channels
We needed to squeeze the most out of Google, Facebook and Snapchat.
Improve brand awareness
We needed to make sure that the new name of the client's website was recognizable.
Keep ROAS above 4
For the client to prosper, it was extremely important to maintain a high ROAS.
The nature of the works below is confidential. Therefore, sections that contain sensitive information have been blurred or replaced. In case you need any additional details about the actions we took while working with the client, please message us to discuss.
The client started as a small-scale passion project. As such, it inherited certain features that caused complications when the business started growing.
First, their CMS platform of choice did not suit their needs well.
Second, the name of their website was too generic and not very memorable.
Third, they ran ads by themselves and, having little experience in online marketing, achieved little results.
Fortunately, the client made the right call and contacted us.
The first thing we needed to do was overhaul the client's website and brand.
After that, we had to launch brand awareness campaigns to ring traffic to the new website and make its new name known.
Lastly, we had to set up PPC campaigns and optimize them for maximum profits.
How did we handle all that? Let's find out.
With our help, the client changed their websit's name and switched their CMS to Magento from WordPress.
At that point, we started our Brand Awareness campaigns. During the first month of operating a new website, the client's revenue doubled.
On Facebook, we tried several approaches.
We targeted a broad audience over 45 years old based on the eCommerce conversion rate from Google Analytics.
For this, we targeted two audiences:
We also enabled cross-exclusions to avoid audience overlap.
With this ad set, we targeted people with an interest in knitting.
In this campaign, the best results were achieved by ad sets targeting cart abandoners and Facebook's "prospective customers".
With this campaign, we promoted the client's knitting calendar - a digital subscription service that sends customers knitting patterns every month. This campaign's objective was set to Website conversions.
Among the different approaches we tried on Snapchat, three stand out among the rest:
On this ad platform, we ran three different campaigns:
Brand campaign. We targeted the client's brand-related keywords, as well as the name of the old website. This resulted in a ROAS of 53!
Dynamic Search Ads (DSA) campaign. With this, we let Google choose keywords automatically based on the website's content. The lifetime ROAS here was 6.34.
Exact search campaign. We used the SKAG (Single Keyword Ad Group) method for this one and included ad extensions (assets). This campaign ultimately resulted in over 2000 purchases.
What this client's case shows is no matter what kind of business we are working with, we can help it grow.
Let's create a new success story together