Client Success Story
AIS Media Google Ads Campaign Delivers 75.55% Return on Ad Spend in 90 Days for Online Retailer
Carousel Designs, a leading US-based baby bedding manufacturer and online retailer needed an expert digital marketing partner to manage and optimize their cross-channel digital advertising. With their peak season quickly approaching, the executive team recognized selecting the right digital marketing partner could make or break their year. They wanted to partner with the best and didn’t want to take any chances. So, they reached out to AIS Media.
Heading into their peak season, the executive team had clear expectations on results they needed their digital advertising partner to deliver. As a well-established online retail brand, they understood that their site’s online visibility is directly correlated to their revenue. AIS Media and the Carousel Designs team closely collaborated to establish specific, timely key performance indicators (KPIs):
- Revenue generated from digital advertising compared to the previous peak season
- ROAS – the revenue returned from how much was spent on advertising
The outcome: 90-day results exceeded expectations, delivering 75.55% increase in ROAS in 3 months, the duration of the peak season.
“These guys are fantastic to work with and have really made life easier for the Carousel team.”Josh Powell, Director of Design, Carousel Designs
Our Action Plan
Research & Analysis: Guiding the Strategy
When brought onboard, AIS Media had to make efficient work of building a comprehensive PPC management strategy since every day that followed was a peak opportunity to generate sales. The strategy considered all viable digital advertising channels for reaching their target audiences, namely: Google and Bing for paid search and Facebook, Instagram and Pinterest Ads for paid social.
The first step in developing this PPC management strategy was conducting a 5-point audit of each advertising channel’s historic performance for the brand. When Carousel Designs came to AIS Media, their ad campaigns were already performing well. As their new digital advertising partner, AIS Media was tasked with finding unique, untapped ways to improve the company’s ad campaigns, and elevate each with an effective, smart spending strategy – to utilize their ad spend to the fullest potential.
To understand each of the ad campaign’s calibration, the AIS Media team researched the target buyer personas to determine the most likely buyers and how frequently to reach them. As a retailer of nursery fabrics and designs, the “life event” of becoming pregnant is the trigger event used to signal the onset for online advertising. Effective targeting calibration would help maximize exposure within a limited targeting window.
Contrary to popular belief, customized baby bedding is not just sold to pregnant women. AIS Media’s demographic research suggested Carousel Designs’ target audiences also included newborn parents, baby shower gift givers, and early grandparents. Remarketing segments, including prior purchasers, cart abandons and non-converters were also considered as audiences for specific ad messaging and targeting settings.
Maximizing Ad Spend Through the Right Channels
To provide clear guidance on how and where to best dedicate ad spend, the AIS Media team referenced historic data and search trends to help maximize the ROAS. The team looked for which campaigns had the highest performance, hunting for data used to decipher how the ad spend could be maximized between them. This ensured Carousel’s digital advertising spend would be guided well in order to drive the traffic most likely to lead to revenue (and including repeat revenue).
Google, Bing, Facebook, Instagram and Pinterest were all high-performing channels for generating revenue, but each delivered a different ROAS and all had a point of diminishing returns. The key to establishing a budget that would take the highest performance campaigns was historic analysis and testing. AIS Media came on board with years of historic data to suggest which channels would perform well to best guide educated decisions on what channels work best and, importantly, at what times.
For example, AIS Media’s PPC management team found Carousel Designs’ Pinterest ads performed well with a particular audience over others, the DIY audience. However, Google and Facebook Ads were the top performing channels, able to reach all audiences effectively. AIS Media took these insights to calibrate the budget to deliver Carousel Designs the highest return.
Discovering the Right Target Audience
Assessing keywords, ad creative and target settings for which audiences needed to be reached is an effective route to maximizing ad spend. AIS Media’s PPC management team improved the keywords Carousel Designs used and set a cadence for testing new ad creative while adjusting targeting settings to designate ads to a particular audience.
To maximize ROAS on each channel, the AIS Media team designated different creative angles for ads to uniquely target each audience and each keyword group. In turn, the messaging piece of the strategy was aimed at increasing the effectiveness, i.e. the conversion rate, of each channel.
To enhance the ad campaigns further, the AIS Media team incorporated effective remarketing ads. AIS Media designated specific ads of Carousel Designs’ top sellers to entice users that visited the site but didn’t make a purchase. Ads were also created for users that made one purchase to encourage them to come back to the site to discover other available products. These ads presented yet-undiscovered products that may be relevant to the user, such as milestone blankets or pillows.
Maintaining Recency and Product Reviews
AIS Media brought two additional marketing concepts to Carousel Designs’ PPC strategy to enhance the effectiveness of their PPC strategy: product reviews and ad messaging scheduling. AIS Media created a plan to increase their product reviews to help increase their effectiveness on the Google Shopping network. Star ratings show prominently on Google and play a large role in a consumer determining which product or service to purchase, so they’re a vital tool in increasing sales.
Additionally, in order to increase the effectiveness of the ad messaging, the AIS Media team crafted a schedule to update ad creative to keep their messaging relevant and timely to repeat audiences (such as remarketing).
PPC ROAS Percentage Increase
AIS Media’s thorough PPC strategy and campaign efforts paid off with Carousel Designs earning a +75.55% increase in ROAS after just three months.
Working with Carousel Designs’ executive team to understand the target buyer personas, AIS Media took an in-depth, expert look to develop key opportunities to create and implement a comprehensive PPC strategy and ad campaigns.
About AIS Media – An Award-Winning, Atlanta-Based Digital Marketing Agency
AIS Media is an award-winning business essential digital marketing agency located in Atlanta specializing in digital strategy, SEO and PPC strategy, and social media marketing proven to lift brand awareness and sales revenue. Call today for a free digital marketing consultation: 404-341-6723