ECom Apparel ROAS increase of 138%
OVERAL
Business Key Insights
Industry
Apparel/Clothing
Platforms
Meta + Google Ads
Country
United States
Type
eCommerce
Information
Things I’ve encountered when I joined this business
Overal Info
The business had a strong online presence back in the day, which made our advertising job a bit easier. However, with the upcoming Q4, a big Black Friday/Cyber Monday, we needed to ensure that the structure of all ad accounts is set up correctly. Also, the elephant in the room was ROAS, which was under 3. Other metrics just pointed out that we have some more work to do.
MER
3.0
Budget
$20,000/m
CPA
$67
ROAS
2.1
Things I’ve changed
As in most of the ad accounts, the structure is the thing that drives the results down. Therefore, that was the first thing I cleared up. Creating a scaling structure with multiple ASC campaigns (ASC Broad Autobid, ASC Broad CC, ASC Broad tROAS) was the first thing I created because the ad account already had some profitable ads that were not getting enough attention.
Testing continued in ABO, but I did audience testing with Lookalikes in ACB campaigns (former CBO).
On Google, PMAX was filtered out, and we created different campaigns for different products, divided by margins. Each campaign had multiple asset groups with different targeting options and different creative assets or landing pages. The whole ad account was pointed more towards shopping features of Google, and that’s why we sorted out GMC & connected Symprosis for easier feed title and descriptions optimizations.
The results beneath are after 10 months.
Results
MER
7.6
Budget
$45,000/m
CPA
$41
ROAS
5.1
Over the course of 10 months, I managed to develop a workflow to maintain the constant of ROAS over 5.1. The big help was the fact that things escalated during Q4 which helped our optimization a lot. Another key factor was the constant and steady creative flow that was managed by them. Over the course of 10 months we spend more than $2 million.