In today’s digital world, companies must continuously adjust their marketing approaches to remain relevant and successful. The case study outlines how Salt Marketing devised a strategy over six months to enhance the marketing efforts of a timber vendor specialising in construction and landscaping supplies. In order to achieve long term growth, for the company’s success, the objective is to increase overall revenue and Return on Ad Spend (ROAS) by utilising data-driven strategies and ongoing optimisation.
E-Commerce Strategy
E-Commerce Considerations:
In the competitive world of e-commerce, where customer behaviour is constantly changing, having a strong digital advertising strategy is crucial. For the timber seller, the primary method of customer acquisition and sales is through their e-commerce platform. As a result, in addition to increasing traffic, the goal of the digital advertising strategy is to ensure that this traffic leads to sales.
Key elements of the e-commerce strategy include:
- Product Feed Optimisation: Ensure that product listings are optimised for search relevance and visibility on Google and Facebook.
- Remarketing Campaigns: Targeting users who have previously interacted with the website or ads and encouraging them to make a purchase.
- Conversion Funnel Analysis: Analysing the steps from ad engagement to purchase completion, identifying drop-off points, and optimising the process to increase conversion rates.
- Audience Targeting: Using advanced targeting techniques like lookalike audiences and interest-based targeting to reach out to high-value customers.
Client Overview:
The client is a timber seller, a company that specialises in timber and related products for a variety of construction and landscaping applications. The client seeks to scale their digital advertising efforts through Google and Facebook Ads with the help of Salt Marketing, aiming to increase their Return on Ad Spend (ROAS) and overall revenue.
Initial Assessment
The current monthly expenditure on digital advertising stands at approximately €2,200, distributed across various campaigns:
- Brand | Search | €1,000 Per Month
- P-MAX | With Asset
- P-MAX | Without Asset
- P-MAX | Without Asset | Cladding | Fence
- Outdoor Garden | Products
- All Products | Remarketing
Scaling Plan
First Month:
Existing Campaign Optimisation
Objective: Optimise current campaigns to maximise efficiency and prepare for scaling.
- Budget Adjustment: The campaign “P-Max | Without Asset" is doing well, but it is limited by its budget. Increasing this budget and optimising audience targeting can boost conversions even further.
- Campaign segmentation: The “P-Max | Without Asset | Cladding | Fence" campaign includes two product categories. Splitting this into separate campaigns for better targeting and performance is recommended, but will require an additional budget.
- Remarketing Campaigns: A new remarketing campaign has been launched to re-engage users who have previously interacted with ads but did not make a purchase. The effectiveness of this campaign will be closely monitored, and changes will be made as necessary.
- Budget Increase: To remain competitive and improve campaign performance, the daily budget should be increased from €150 to €250.
- Creative Testing: Add new banners and videos to campaigns to test different ad formats and increase engagement.
Second Month: Ongoing Optimisations
Objective: Fine-tune campaigns using insights gained from the first month.
- Budget Management: To ensure optimal resource allocation, budgets should be continuously monitored and adjusted based on campaign performance.
- Standard Optimisations: To improve efficiency, make regular changes to campaign settings, targeting, and ad creatives.
- Bid Optimisation: Improve bid strategies to keep costs low while ensuring competitive visibility.
- Time-of-Day Analysis: Determine the best times of day for ads to appear, and adjust your bid and budget accordingly.
- Optimisation Score Checks: Use the platform’s optimisation scores to make data-driven improvements.
- Experimental Campaigns: To identify additional growth opportunities, test new strategies and target audiences.
- Device Performance Review: Customise ads for different devices to ensure optimal performance across all user platforms.
- Feed optimisation: Improve product feed quality to increase ad visibility and relevancy.
Third Month: Strategy Re-evaluation
Objective: Reassess strategies based on the previous two months’ results and plan for future scaling.
- Video Content Experimentation: Use video content in ads to better capture the audience’s attention.
- Lookalike Audience Expansion: Expand your reach by creating lookalike audiences of high-value customers.
- Conversion Funnel Analysis: Determine and address potential drop-off points in the conversion funnel to increase overall conversion rates.
- Ongoing Experimentation: Continue to test new campaign strategies and target audiences for potential performance gains.
Budget Adjustments
The plan calls for gradual budget increases over three months across both Google and Facebook platforms in order to improve visibility and ROAS.
Google Ads Budget Plan:
- August: Increase from €100/day to €110/day, with a monthly budget of €2,940 and an estimated ROAS of 1023%.
- September: Increase from €130/day to €140/day, with a monthly budget of €3,780 and an estimated ROAS of 917%.
- October: Increase from €150/day to €160/day, with a monthly budget of €4,340 and an estimated ROAS of 847%.
Facebook Ads Budget Plan:
- August: Increase from €35/day to €40/day, with a monthly budget of €1,050 and an estimated ROAS of 1670%.
- September: Increase from €50/day to €60/day, with a monthly budget of €1,540 and an estimated ROAS of 1313%.
- October: Increase from €65/day to €70/day, with a monthly budget of €1,890 and an estimated ROAS of 1235%.
Expected Outcomes
- Revenue Growth: Gradual budget increases are expected to provide more opportunities for ad exposure, leading to increased revenue.
- Improved ROAS: Through careful campaign segmentation, targeting, and optimisation, a steady improvement in ROAS is anticipated.
- Long-term Scalability: By laying a strong foundation with optimised campaigns and strategic budget increases, the business is well-positioned for sustainable growth in digital advertising performance.
About Salt Marketing
About Salt Marketing:
Salt Marketing is a leading digital marketing agency that specialises in performance-based strategies for businesses in a variety of industries. With a team of experienced professionals, we use cutting-edge tools, technologies, and methodologies to help our clients meet their marketing objectives. Our expertise includes paid media, SEO, content marketing, and conversion rate optimisation, allowing us to develop comprehensive strategies that produce results.
We take pride in our client-centric approach, tailoring our services to each business’s specific needs. Whether it is scaling digital advertising campaigns, optimising e-commerce platforms, or increasing brand visibility, Salt Marketing is dedicated to delivering measurable results that contribute to our clients’ long-term success.
Reporting System
Our Reporting System:
Salt Marketing values transparency and data-driven decision-making. To keep our clients informed about the performance of their campaigns, we offer a comprehensive reporting system that includes:
- Weekly Performance Reports: Detailed reports highlighting key metrics like impressions, clicks, conversions, and ROAS. These reports help track campaign progress and make informed decisions for future optimisations.
- Monthly Strategic Reviews: A more in-depth look at the campaign’s performance over the previous month, identifying trends, challenges, and opportunities. These reviews are accompanied by strategic recommendations for the next month.
- Clients have real-time dashboard access, which allows them to monitor the performance of their campaigns at any time. This dashboard is customisable and provides information about all key performance indicators (KPIs).
- Dedicated Account Manager: A dedicated account manager is always available to discuss the reports, answer questions, and make additional recommendations.
This reporting system ensures that the timber seller remains fully informed and involved in the campaign management process, enabling timely and effective decision-making.
Let’s Take Your Business to the Next Level:
Let us take your business to the next level. At Salt Marketing, we are dedicated to helping businesses like yours achieve their growth potential. With our proven strategies and expert team, you can trust us to optimise your campaigns and maximise your returns.
Contact us today to learn how we can help you grow your business and achieve new heights in your digital marketing efforts.
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