To meet our objectives, we devised a comprehensive paid media strategy that seamlessly integrated cutting-edge techniques with meticulous data refinement. Our overarching aim was to achieve a 7.3% return on ad spend while scaling the budget.
Recognising the importance of targeted advertising, we revamped Metres Direct’s Customer Match data, ensuring it seamlessly integrated with their email system to import new data every two weeks. This integration would enable us to fine-tune the ads to resonate with existing customers and others exhibiting similar traits.
Moreover, we honed in on customer intent by curating a list of top-performing keywords related to skirting boards. These keywords were strategically applied across Google Search and Standard Shopping, enhancing our customer targeting.
Metric Hub also employed sophisticated audience segmentation techniques within Google Ads, zeroing in on individuals with pre-determined interests aligned with Metres Direct’s offerings and audience segments, including Home & Garden, Home Improvement, DIY, and Home Furnishings. Additionally, we leveraged dynamic remarketing strategies, capitalising on the last 30-day user list to boost our remarketing and Performance Max results.
Google Ads & Performance Max
Previously, Metres Direct used Standard Shopping campaigns segmented by product type. Our strategic approach involved shifting to Performance Max (Pmax campaigns) to increase revenue significantly. Additionally, we switched from enhanced CPC bidding to Target ROAS, steadily growing the target ROAS from 500% to 650%. This change in approach prioritised revenue optimisation over cost-per-acquisition metrics in Metres Direct’s Google Ads strategy.
The adoption of Pmax campaigns commenced with careful deployment, utilising a modest daily budget to avoid disrupting existing shopping campaigns. We aimed to achieve a Return on Ad Spend (ROAS) of 750%. By starting small, we allowed the campaign to gather data and exit the learning phase smoothly. This gradual approach helped us transition into Pmax without risking any loss in revenue.
Furthermore, we implemented several optimisations within Metres Direct’s Google Merchant Centre product feed. This included ensuring all products had GTINS, refining product titles and descriptions with relevant keywords, and applying custom labels to categorise products based on their margins for precise ad targeting.
A notable challenge with the Pmax campaigns was a high spending allocation towards non-converting products. We addressed this by applying custom labels to the worst-performing 20% of products, effectively diverting spending towards higher-performing items to optimise the advertising budget. Additionally, we improved audience signals by incorporating competitor websites and adding the brand as a negative, further refining targeting strategies for enhanced campaign performance.
Dynamic Remarketing
Metric Hub implemented a dynamic remarketing strategy for Metres Direct, tailoring offers based on how users interacted with the website. Users were reminded of their visit with three ad sets in the first 7 days, directed to explore blog content and engage further from days 7 to 14, and presented with special purchase offers thereafter. Promotions were limited to specific periods to protect the brand’s reputation. Additionally, we designed remarketing banners to address common customer concerns, such as highlighting payment options like Klarna’s interest-free instalments. This approach ensured a strategic and effective dynamic remarketing campaign, enhancing user engagement and driving conversions for Metres Direct.
Google Shopping
Metric Hub optimised Metres Direct’s presence in Google Shopping by improving product images to highlight aesthetics and in-situ scenarios. Short-term promotions, seller ratings and sale prices also helped Metres Direct’s offerings stand out with close matches and identical products.
Revenue Management
Metric Hub implemented revenue management strategies for Metres Direct, prioritising maintaining ROAS while scaling revenue through a brand balance approach, negative exclusions of newly returning site visitors and the use of Click Fraud protection software. This strategy ensured efficient ad spend allocation and minimised organic cannibalisation, highlighting Metric Hub’s commitment to optimising advertising effectiveness.
