Retail & eCommerce
Google Analytics, Facebook Ads Manager, Google Ads
The client is a large retailer of pet supplies in the state of Virginia, USA represented on the market by four branded brick-and-mortar shops and an online store with delivery throughout the country, involving 90+ employees. The company’s products include 10k+ SKUs for various traditional and exotic pets—food and supplements, pharmaceutical supplies, treats, clothes, toys, training devices, habitats, accessories, aquatic products, and more.
Previously, the client terminated cooperation with another marketing agency due to not meeting the stated goals. Their leadership turned to NIX with a request to optimize pay-per-click (PPC) advertising campaigns on Google and social media networks to grow key business metrics—raise return on advertising spend (ROAS), revenue, and amount of transactions.
Due to the client’s niche specificity and highly-competitive environment, acquiring new customers had a relatively high price when typically, a first customer’s purchase would be a low-price test of the company’s reliability. Through PPC, NIX needed to attract new customers, grow repeat purchases, increase customer lifetime value (LTV), and expand transaction volume.
Raise customer LTV by 20%
Increase ROAS by 150%, an increase of 2.5x
Enlargement of revenue by 100%, an increase of 2x
Raising average customer purchase by 25%
Our team conducted an audit of the client’s PPC advertising campaigns to evaluate existing marketing strategies, estimate ad performance, and find new digital opportunities for business. We revealed the following gaps that caused low ad efficiency and ROAS:
Initially, the ratio of the implemented ad campaigns was that search campaigns took 80% of the company’s effort and budget, shopping campaigns took 10%, and display campaigns took 10%. Our aim was to optimize digital strategies and change the existing ratio to 80% for smart shopping campaigns, 10% for search campaigns, and 10% for display.
Previously used search ad campaigns were not sales-oriented. We launched smart shopping campaigns—an advanced eCommerce tool meant to promote goods by giving shoppers key information about a product like title, photo, price, review, and more before they even click an ad. Smart shopping campaigns are enhanced with AI features providing advanced ad customization, automated bidding, and intelligent ad placement ensuring higher ROAS.
The team updated product data specifications adding actual prices and availability in stores and stocks. We also configured feeds, lists with all product data needed for a product’s promotion, adding missing attributes like delivery, product dimensions, taxes, etc. To get maximum conversion rates and make our ads displayed more often for lower prices, we mapped out the customer journey from the first ad to checkout, and prioritized goods. As a part of a smart shopping campaign, we launched:
As a result, the client received higher product visibility, a broader reach for ads, more qualified leads, and significantly increased ROAS.
Remarketing campaigns were set up to stay connected with users who previously visited the company site. We performed relevant ads to warm and hot audiences intended to get extra engagement with customers—this helped to recall the brand, recapture site abandoners, and get more conversions after motivating people to finish purchases left in their online shopping cart. To grow customers’ loyalty, our experts launched campaigns containing additional incentives like discounts for certain items and seasonal sets for best prices. This approach resulted in a significant increase in customer loyalty.
Remarketing campaigns were also segmented on customers who had high LTV—people already trusted the company and brought certain revenue to it. This audience was more receptive to this, which allowed the client to receive more repeat purchases, positive reviews, and referrals.
We optimized search ad campaigns by adding relevant keywords and a company name as a keyword—this helped users find the client more easily in search results.
We achieved the following KPIs, which were even better than specified in the action plan:
The initial allocation of efforts and money between Facebook ad campaigns was the following—80% of resources were used on cold audiences and 20% on warm audiences. Our goal was to raise LTV and customer loyalty, therefore, to reverse this ratio to target 80% of efforts for hot audiences and 20% for cold.
The previously-used advertising objective “Traffic” brought traffic to the website instead of inducing purchases. We turned to the objectives “Catalog sales” and “Conversions”—campaigns that contributed to the clients’ main targets by showing products from their eCommerce catalog to generate sales, encouraging users to add items to their baskets and purchase goods.
To get more sales, we configured Facebook product catalogs as the most relevant and effective ad tool for eCommerce. Catalogs contained up-to-date product attributes like compelling titles, actual prices, high-resolution images, accurate availability, custom labels, etc. After uploading data, Facebook was able to pick the best options for each specific consumer based on their behavior and interests and update inventory automatically.
To enhance customers’ awareness about the company and, ultimately, get more regular customers, we set up remarketing ads based on existing custom audiences and dynamic remarketing ads. As a result, we increased cross-selling rates, order frequency, number of transactions, and LTV.
To exclude irrelevant traffic on the website, we refined audiences by editing demographic features, including location, interests, behavior, recent purchases, etc. We also launched target campaigns with lookalike audiences built on the list of the client’s existing customers—this allowed us to capture people with similar specific profiles. This step increased the number of qualified prospects for the business, ensuring a high conversion rate.
Facebook ad campaigns were successful and matched the stated goals:
With our help, the client received a powerful sales tool to conquer new business goals in a highly competitive field—general revenue grew by 2 times while ROAS increased by 3. Our tactical and long-term PPC solutions led to customer loyalty growth, rise in the number of new, regular customers, and those who came on recommendation.
Despite the niche specifics, the NIX team accomplished all the PPC goals stated for one year with the following results:
Continuous flow of new customers and the gradual increase in loyal clientele allowed the company to further expand its revenue, product range, and staff.
2 PPC experts
Google Ads, Google Ads Editor, Facebook Ads, Google Analytics, Google Tag Manager, Google Merchant Center, Serpstat, Key Collector
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