Takes 5 mins
CASE STUDY
E-commerce Unicorn Achieves a 5.6x ROAS from the festive sale campaign on the Display & Video 360 Platform
Client Background
Client Name: Indian eCommerce Unicorn
Client Domain: eCommerce
Headquarters: India
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Challenge
The client’s marketing spend happens over both traditional search, display and shopping ads campaigns in Google Ads & other ad platforms. These campaigns are well optimized with rich campaign history, managed by the client’s marketing team and Google’s account managers. For the festive sale, they decided to allot a larger chunk of the display budget Display & Video 360. The collective goal here was to achieve a better ROAS than the current campaigns while maintaining a similar CPC for the dormant and new users. Meeting or beating those numbers in itself was a big challenge as well & there was no campaign history in DV 360 platform to scale up or optimize performance
Approach to Solution
Underlying the fundamental objective of generating sales with 3x ROAS from dormant and new users for three major product categories, we planned the budget allocation to both prospecting and remarketing campaigns. For remarketing, we exported relevant 1st party audience from Analytics 360 e.g. who had visited specific product detail pages or clicked on promotional banners of the product categories. For new user acquisition, we selected relevant Google Audiences (such as In-market & Affinity segments) tightly coupled with the product categories from the Audiences module of DV 360 platform. We also excluded the audiences that had transacted in the last 30 days so as to optimize the spends.
Read the complete case study to understand how we executed the campaign & managed the budget.
Results
- ROAS Achieved: 5.6x
- CPC Lowered By: 38%
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