BaubleBar
BaubleBar’s goal is to grow e-commerce revenue while improving ROAS. Block & Tam were tasked with improving both brand awareness and retention, while keeping efficient growth at the forefront, in spite of ongoing macroeconomic volatility.
Result
Through transitioning from manual bidding to max conversion value with a tROAS constraint, we reduced inefficient spending by 10% as CPCs were 26% more efficient. This shift allowed us to drive more valuable traffic with a higher likelihood of conversion. Their Channel-wide CVR saw a +8% increase, leading to a +4% lift in revenue YTD. ROAS has remained efficient as a result, improving by +17% year to date. Scale from Google led to a site-wide revenue increase of +5% YTD.
30%
Increase in traffic
-23%
Decrease in CPC
19%
Increase in new customer orders
27%
Increase in CTR
Challenges
B&T implemented a 3-pronged approach to drive brand awareness while simultaneously testing into revenue-driving strategies backed by AI.
Discovery campaigns became demand-gen campaigns in key markets to expand impact, targeting applicable audiences with tailored ad experiences
PMax campaigns were split into Brand and Non-Brand, using a tROAS smart bidding strategy
Brand Text campaigns adopted Target ROAS bidding and broad match keywords