The Challenge
Using data to meet challenges head on.
The Solution
We leveraged a test & learn approach to drive revenue.
- Google Shopping
- Paid Search
Collective Measures recommended a test-and-learn program designed to efficiently drive revenue through digital media. A primary component of this plan was increased investment in Google Shopping – Collective Measures’ preliminary Shopping tests indicated significant opportunity for MAZURI to improve its return on ad spend (ROAS), so we knew this was something worth exploring.
But, based on the brand’s historical success with paid search, we also knew we couldn’t risk losing traction there. For this reason, we recommended a fluid budget between traditional paid search and Google Shopping that allowed us to prioritize top-performing products between each ad type. The flexible spend between tactics, strategic selection of products, and ongoing optimizations helped to ensure that efficiency could be maintained or improved.
The Results
Paid search drove 28% of all online revenue.
These search engine marketing initiatives contributed to the company’s huge online sales growth, which was more than the previous five years combined. The campaign’s impact on revenue successfully made the business case to secure the resources needed to build a new website and ecommerce experience.
Not only that, but this campaign was deservedly recognized by Search Engine Land as a finalist for its Best Overall SEM Initiative – Small Business.
return on ad spend at the height of performance
return on ad spend for the entire campaign
of all online revenue
This campaign was deservedly recognized by Search Engine Land as a finalist for its Best Overall SEM Initiative – Small Business.
