YoY uplift in paid media profitability using cost caps
YoY uplift in paid media revenue, with no budget increase
When commercial catering equipment brand, E-Catering, approached Target the brand was in need of a complex overhaul of its paid search and paid social accounts. The brief contained several objectives:
To solve E-Catering's first challenge, we built a bespoke real-time performance dashboard and created a trading report that is delivered to stakeholders ahead of the brand's weekly trading meeting. The report contains up to 5 key eCommerce trends that our consultants have seen that week. Anything from buying behaviours and discount code utilisation, through to significant shifts in pLTV and AOV. More importantly, the report contains an aMER (acquisition marketing efficiency ratio) metric, which combines all paid media channel revenue divided by ad spend and Target's agency fees to help stakeholders understand E-Catering's revenue performance as a multiplier of marketing costs - ultimately, holding every invested pound accountable. Next up, our team ran days of extensive desk research, analysis of historical data and audits of E-Catering's paid media accounts. This unlocked 3 key insights that shaped our strategy and results:
Our paid media consultants have restructured E-Catering's Google Ads account with the most notable addition being 2 new pMax campaigns where high and low value products are segmented. Budget is weighted in favour of high value products with knowledge that these drive higher repeat rates and greater LTV. Search Ads have been re-built using a more granular structure; products with mixed B2B & B2C intent have had thousands of negatives assigned to them, and these SKUs have reconfigured in the product feed with labels being added and attributes manipulated. We have also integrated a Weather API with Google Ads to weight the budget in favour of certain category campaigns during periods of extreme heat in the UK (e.g. commercial refrigerators and ice machines during heat waves) to capture increased demand. Meta Ads are run using cost caps to ensure that campaigns deliver at an agreed level of profitability. The above new tactics and a increasingly strong brand/agency feedback loop have resulted in a X7.8 aMER which is up 25% YoY and a 23% increase in paid media revenue, generated using the same budget as the previous year.
Up next on E-Catering's 30/60/90 day roadmap is the creation of a scoring metric to be used as a proxy for measuring the quality of pMax traffic - the metric will be an index score based on bounce rate, session duration and views per session. Our paid media consultants will also be working with E-Catering's Shopify dev agency on a series of product landing page CRO advisories, as well as a series of creative tests across Meta Ads led by our Creative Strategist, Ellie.
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