With our senior and highly experienced team, we quickly identified areas in the Mint Velvet Legacy campaign structure that were not achieving maximum productivity and reach. We wanted to create a new strategy that could help Mint Velvet kick start their ROAS and company growth again.
We started implementing this new strategy by splitting their budget and activity into two distinct opportunities:
The first opportunity involved ways in which we could take approximately 80% of the client’s budget and achieve the same or better performance with a reduced investment.
The second opportunity involved ways in which we could take the remaining 20% of the client’s budget to devise news ways to grow the account throughout all 3 phases of the purchase funnel.
We achieved these opportunities with Mint Velvet by:
Restructuring Their Google Shopping
We restructured Mint Velvet’s shopping campaigns to allow budget to be allocated to specific categories. This allowed us to quickly increase activity whilst keeping the spending low across lower performing campaigns.
Restructuring Their Branded Search
We restructured Mint Velvet’s brand search activity into single keyword ad groups. This enabled us to take a more controlled approach to each keyword and bid, as well as ensuring the ad-copy for each keyword was highly relevant. Almost instantly the client saw significant improvements in their quality score, resulting in much lower CPCs and higher CTRs.
Displaying Ad Placements
Prior to us taking over the account, Mint Velvet had only achieved a handful of display placements convert. Our experience meant we knew we needed to test display ads specifically across these converting placements to find greater performance efficiencies.
Working on New Gmail Campaigns
We launched new Gmail campaigns with seasonal sales, to help target prospecting and retention audiences, all whilst generating a new record ROAS for Mint Velvet’s display channels in the process.