Objective
- Increase revenue across all three sister brands
- Strengthen focus on prospecting audiences
What we did
- Allocated the annual budget based on projected value across brands, channels, and seasonal trends
- Integrated Google, Microsoft, and Meta ads, adding new campaign types to enhance prospecting
- Organised branded campaigns into semantic categories
- Optimised product feeds and categorised products based on profit-adjusted ROAS
How we did it
Budget optimisation:
- Analysed previous year’s data to understand seasonal trends
- Used KPI-driven forecasting to distribute monthly budgets across all brands and channels
- Scaled the budget according to predicted growth, ensuring cost-effectiveness
Cross-channel strategy:
- Maintained a strong focus on Google ads, while also expanding branded activity to Microsoft ads
- Expanded Meta ads to include top-funnel strategies
- Allocated an experimental budget for peak seasons to test new platforms
Prospecting audiences:
- Built and refined audience segments using personas, tailoring ad copy and creative for better targeting
- Each audience segment received tailored ad copy and creative
Branded Terms Segmentation:
- Grouped branded search terms into semantic categories, tailoring ad copy, creative, and landing pages accordingly
Profit-adjusted ROAS product categorisation:
Used DataFeedWatch, scripts and internal data to calculate product-level profitability
Used this data-driven approach to categorise products for optimal performance
Results
- Achieved a 52% year-on-year revenue growth from April to July 2024, with only a slight increase in budget compared to the same period in 2023, resulting in a 602% ROAS—a 44% improvement year-on-year
- Reduced CPA by 22% and simultaneously increased AOV by 12% during the same period
- Improved CVR by 32% through effective audience segmentation
Conclusion
- Optimising budget allocation and leveraging Dartington’s in-depth audience data were used to achieving substantial revenue growth with minimal budget increases
- Profit-adjusted ROAS categorisation enabled precise budget and bid adjustments, focusing on the most profitable products