How Greenbaum Stiers Strategic Marketing Group Optimized our E-Commerce Client’s Google Ads for Holiday Success
Setting the Stage: The Companies Challenge
This renowned lifestyle brand known for its unique clean, high-quality subscription boxes, faced the daunting task of cutting through the holiday noise to reach potential customers during a time of high inflation. The challenge was twofold: increase the brand’s visibility and engagement during the busiest buying time of the year, and do so in a cost-effective manner.
Strategy 1: Expanding Reach and Engagement
In 2022, their campaigns garnered 28,166 impressions. Fast forward to 2023, and this number skyrocketed to 86,695. This massive jump didn’t happen by chance. Greenbaum Stiers leveraged advanced targeting techniques, ensuring the ads appeared to the right audience at the right time. By analyzing customer behavior and preferences, we optimized ad placements across Google’s vast network, ensuring a wider yet relevant reach with diversified ad types and creative.
Strategy 2: Enhancing User Interaction
With clicks being a key indicator of user interest, we saw a significant increase from 7,701 in 2022 to 10,787 in 2023. Greenbaum Stiers achieved this by crafting compelling ad copy and creative visuals that resonated with their target demographic. We tested and implemented a variety of campaigns from search, display, remarketing, shopping and performance max, which resulted in engaging and relevant ads, thereby driving higher click-through rates.
Strategy 3: Focusing on Conversion Optimization
Perhaps the most striking outcome was the increase in conversions – from 1,026 in 2022 to 1,800 in 2023. Greenbaum Stiers didn’t just aim for clicks; we aimed for meaningful actions. Targeting the most appropriate audiences with relevant content effectively turned interest into tangible results.
Strategy 4: Balancing Cost and Value
With these strategies, the cost per click and overall campaign cost did rise. However, the focus was always on revenue. The average cost per click (CPC) in 2023 was $1.51, up from $0.95 in 2022, and the total cost spent advertising more than doubled. But the story doesn’t end there, because the conversion value jumped significantly to $144,514 worth of sales in 2023 from $91,786 in 2022, showing a clear return on investment.the brand’s visibility and engagement during the busiest buying time of the year, and do so in a cost-effective manner.
The Results: A Holistic View
The metrics speak for themselves. The conversion rate improved from 13.32% in 2022 to 16.69% in 2023. However, the Return On Ad Spend (ROAS) dipped from 12.60 in 2022 to 8.83 in 2023. This might initially seem concerning, but it’s essential to view it in the context of the overall growth in absolute numbers. Greenbaum Stiers understood that in a competitive period like this past holiday season, a strategic increase in spending is often necessary to capture market share and establish brand presence.
Concluding Thoughts
Greenbaum Stiers Strategic Marketing Group’s approach with Google Ads campaigns showcases the delicate balance between growth and efficiency in digital advertising. Our ability to adapt, target precisely, and create engaging content was paramount to the campaign’s success. The results not only demonstrate a successful holiday campaign but also set the stage for sustainable growth and a strong brand presence in the market.
As we move forward, the lessons learned from this campaign will undoubtedly serve as a beacon for digital marketing strategies, particularly in maximizing the impact of holiday season advertising.
Your Business
If you would like to speak with one of our marketing experts, please contact us today!