2020 Ecommerce Performance
Shoebacca is an ecommerce company, historically focused on discount shoe sales. Arm Candy was tasked with growing their business revenue through diversifying their customer mix and balancing out their affiliate partnerships.
E-Commerce - Vertical
ROAS - KPIs
5 - Channels
Shoebacca previously focused on Google Shopping, winning business by having the lowest price point. To grow and diversify their revenue, we focused on lower funnel opportunities in order to maximize revenue while also introducing new channels into the media mix.
We focused on optimizing Shoebacca’s current Google Ads and Bing campaigns while adding in Facebook which was a new channel for Shoebacca at the time. We leaned into both Facebook catalog and Conversion campaigns to produce strong returns.
Once we ramped up after our eight-week test and established learnings, we made the needed optimizations to allow our campaigns to be as effective and efficient as possible as we scaled.
Our Partnership To-Date
During the initial stages of our partnership, we cleaned up the Google Ads and Bing campaign strategies, allowing those channels to be more effective for Shoebacca. We also ramped up slowly with Facebook, identifying a winning approach that could then be scaled. Once we established a strong foundation, we were able to maximize advantageous buying environments, such as the 2019 holiday season and COVID-19.
Over the course of these past 10 months, Arm Candy has driven a 128%+ increase in revenue with our media strategy, compared to the previous period. We’ve achieved a 5.74 ROAS. Site traffic has increased 156% due to our media efforts.
Q2 2020 Performance
Performance for Shoebacca began to ramp up significantly towards the end of March. This was a result of the effects of COVID-19, including other advertisers pulling back media spend and a consumer behavior shift. We strove to capitalize on this growth by dramatically increasing spend to take advantage of lower rates and the inventory surplus.
For this flight, we shifted our goal to maximizing revenue by increasing media spend as long as we continued to hit the following ROAS goals: 4.0 for Google Shopping and 6.0 for Facebook.
Shoebacca saw unprecedented revenue growth during Q2, exceeding any monthly revenue seen to-date. Revenue increased by 302% year-over-year and 120% period-over-period. During this time, we held a 6.69 ROAS overall.
Q1 2020 Performance
During Q1, we kept the media strategy consistent with the strategy used to-date, but increased spend in order to hit our higher ROAS goal and generate more revenue. We began to increase spends towards the end of March as revenue began to increase due to COVID-19.
For Q1 2020, we increased our overall ROAS goal to 4.09 due to our continued success in 2019.
We achieved a 5.49 ROAS, exceeding our goals and outperforming our previous campaigns. Revenue increased by 77% year-over-year.
Nov. – Dec. Holiday Campaign Performance
During the holiday season, we focused on generating more revenue and achieving a 4.0 ROAS. We continued with the same channels as our 8-week test, but ramped up spend to build upon our initial growth and compete during the competitive holiday season.
For this flight, based on learnings from our test campaign, our overall conservative ROAS goal was 3.16 and our stretch ROAS goal was 4.0.
We achieved a ROAS of 4.53, exceeding both our conservative and stretch ROAS goals. Revenue increased by 34% year-over-year. Facebook and Google Shopping were the biggest contributors, together driving over 81% of revenue.
Sept. – Oct. 2019 Test Campaign Performance
This campaign was an eight week flight, where we focused the first few weeks on ramping up Facebook, a new channel for the brand, as well as optimizing their Google Ads and Bing campaigns. From there, we were able to open up targeting and spend. We leaned heavily into the DABA and DPA campaigns in Facebook and saw revenue take off from there.
For our first flight, we based our initial projections on Shoebacca’s historical performance and updated our projections mid-campaign, leveraging actual campaign numbers. Our overall ROAS goal was 3.70
Arm Candy was able to drive a 44% growth in revenue period-over-period and a 63% growth year-over-year, while maintaining a 3.58 ROAS. The average cost-per-purchase was $20 with an average order value of $75.