$5.1M = $26.3M
5.2x ROI with Google & Meta Ads so good they increase revenue, profits, and enterprise value.
(and maybe make customers tattoo your logo)Luis Maruenda - Media Buyer, Growth Marketer, Creative Strategist
383k to 2.7M — BFCM
The before:
Prepared for BFCM during October and early November, building audiences ready to buy instead of competing on price during peak days.The approach:
◈Identified which products brought in most customers and profit last year during BFCM and during the YtD to focus on those during our promotions.
◈Created unlisted landing pages with full-priced deals so that we can lower the price right when BFCM starts and rank higher in the Google Auction.
◈Build a BFCM asset group including all AND ONLY the elements included in our promotion.
◈DemandGen campaign to target people who are early in the buying journey with an offer that can only be claimed during BFCM and build a list for retargeting.
◈Retargeting campaign with non-skippables throughout the customer journey, adjusting creatives as BFCM approaches. This allowed us to target people who already showed interest for very cheap while everyone else was paying the premium CPCs during late November.
◈Used supplemental feeds to properly segment sales and non-sale products to allocate more budget and bid more aggressively on our promotions.The aftermath:
Most brands end BFCM efforts when BFCM ends. We kept pushing. We created a custom audience based on BFCM website visits and add-to-carts but NO purchases. We retargeted these people with either the same BFCM offer or similar "still-in-time" offers. CPCs and CPMs tend to drop significantly after BFCM, allowing us to reach potential customers who previously showed interest for cheaper and still get the sale.
Ecom - 6x ROAS on 100k
The before:
Spread thin trying many different channels (Meta, Google, TikTok, etc.), multiple campaigns, too many ads, not enough spend going to either, low ROAS, low revenue, low profit, and not enough fuel for the rocket to take off.The approach:
◈Decided to ditch diversification and focus on concentration to scale.
◈Put all our focus and spend on Meta, the channel that was working best.
◈Identified which products were driving the most first-time and repeat customers.
◈Identified which ads were driving the highest amount of profit.
◈Consolidated our top 5 performing ads in a single ad set under a CBO campaign.
◈Created two additional testing ad sets within the same campaign to consistently improve creatives.
◈Focused our creative testing on improving ads promoting products that created repeat customers.
◈Optimized tracking through Meta Pixel, GA4, GTM, and third-party tools to scale.The aftermath:
From struggling to spend 15k/mo profitably to spending 100k/mo in 9 months with a 6x ROAS.
With the increase in revenue and profit, we diversified into other channels and implemented other strategies to increase the amount of creative testing and scale further.
New customers at 5x ROAS
The before:
They couldn’t acquire new customers and scale their account profitably; most of their sales were coming from branded terms so almost no new customers were coming from Google and YouTube.The approach:
◈Optimized product feed in GMC to get better placements and results in Shopping campaigns.
◈Created 3 different prospecting campaigns to meet new customers at different points of their journey:
1) Shopping prospecting campaign with the optimized GMC product feed.
2) Prospecting search campaign for solution and problem-aware prospects.
3) Prospecting DemandGen for YouTube and Discover.
◈ To supplement and increase ROAS for search and DemandGen we also created dedicated advertorial-style landing pages centered around ad groups and keyword families focused on one single intent.
◈2nd DemanGen campaign for retargeting.The aftermath:
From 20k/mo on Google to 120k months at 5.3x ROAS while focusing on new customer acquisition.
