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Their overall Return on Marketing Spend improved by 1.5x within 2 months, with Google Ads improving by 200% and Programmatic having a ROAS of 500%+.
The brand faced several tough periods during the ups and downs of the pandemic, at times also overlapping with the natural seasonality of its vertical.
They were again facing a drop in sales and ROAS and I was working on a strategy to improve their ROAS.
I reviewed their Google Ads account for opportunities to lift performance there, as well as looking at other opportunities in other channels.
In this particular case, they were happy to run the Facebook Ads account themselves as it was performing well, so it was not part of the review.
I found several opportunities to improve the ROAS of their Google Ads account and recommended adding Programmatic to their channel mix, with a focus on Dynamic Creative Optimization (DCO) and Remarketing driven by sophisticated machine learning algorithms.
I also reviewed their SEO strategy, at the time managed by an SEO agency and identified further opportunities to get more 'bang for their buck in that channel.
Their overall Return on Marketing Spend improved by 1.5x within 2 months, with Google Ads improving by 200% and Programmatic having a ROAS of 500%+.
Paid Ads,Web Development,Paid Ads,Google Shopping,Marketing Strategy,SEO
Beauty
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SureFit was looking to improve it's eCommerce sales primarily through organic, paid search, affiliate and email channels. The challenge was to create a holistic digital marketing strategy that the company could implement on a consistent basis to generate direct to consumer sales as well as customer retention/repeat purchases.
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Olivela went against the expert opinions of not only myself, but our paid social lead and their Facebook rep. They wanted to set up their ad sets in a very niche way by targeting each celebrity and their charity. For example, one ad set for Jennifer Anniston and one ad set for St. Jude. Not only did I struggle with targeting challenges, but creative issues as well. The celebrities and charity's representation were later seeing the creative live on their feeds and telling Olivela they were not approved, so I had to pause ads and/or launch new ones. The algorithm was consistently being reset almost on a daily basis due to unforeseen circumstances on Olivela's side.
Responsible for delivering quality instruction and facilitating student learning according to CDI’s College prescribed curriculum.
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