Driving Performance for Footwear Ecommerce Retailer
Shoebacca is an ecommerce company, historically focused on discount shoe sales.
The Challenge
Arm Candy was tasked with growing their business revenue through diversifying their customer mix and balancing out their affiliate pushes.
The Strategy
Since Shoebacca was looking to drive sales, we focused on lower funnel, direct response channels. We optimized their existing Bing and Google Ads campaigns and added in Facebook, a new channel for Shoebacca. After establishing learnings from our eight-week test, we optimized to make our campaigns as effective and efficient as possible as we scaled.
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 2020 holiday season and COVID-19.
Q1 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 and generated over $2 million in revenue, exceeding our goals and outperforming our previous campaigns. Revenue increased by 77% year-over-year.
Q2 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.
Q3 Performance
In Q3, we focused on maintaining the growth seen in Q2, increasing spend to take advantage of lower rates and the inventory surplus. We added in DV360 in August to expand our display inventory and strengthen our existing prospecting and retargeting efforts.
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 revenue grow by 245% year-over-year during Q3. Revenue decreased slightly after the initial spike in May, but remained well above Q1 numbers. During this time, we held a 5.64 ROAS overall.
Q4 Performance
As we approached the holiday season, we continued to ramp up spend, increasing significantly in December, to capitalize on the growth seen to-date in 2020 and to maximize performance for the historically strong holiday season.
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 continued to see revenue grow in Q4, with revenue growing 121% year-over-year and 17% period-over-period. We doubled media spend in December and saw revenue grow 157% while maintaining a 4.67 ROAS. During Q4, we held a 5.01 ROAS overall.
The Challenge
Arm Candy was tasked with growing their business revenue through diversifying their customer mix and balancing out their affiliate pushes.
The Strategy
Since Shoebacca was looking to drive sales, we focused on lower funnel, direct response channels. We optimized their existing Bing and Google Ads campaigns and added in Facebook, a new channel for Shoebacca. After establishing learnings from our eight-week test, we optimized to make our campaigns as effective and efficient as possible as we scaled.
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 2020 holiday season and COVID-19.