Faced with several challenges, including increased digital competition, a flat yearly marketing budget, and a website with an subpar ecommerce experience, MAZURI looked to long-time digital partner Collective Measures to test new paid media tactics. In addition to driving incremental revenue from paid media, the company was also looking for data they could use to make a strong business case for building a new ecommerce platform.
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.
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.
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