Challenge
Lucy & Co. sells adorable dog gear & outerwear. In January, they were looking to launch paid media from scratch.
Solution
Dog gear is a competitive vertical. With large, national players and small, local companies, it can be hard to get a foothold. From the get-go, we focused on the unique style and quality of Lucy & Co products to find pockets of search terms we could win and hold. Our strategy included search and shopping campaigns that targeted the keywords we knew our competitors were missing to create a paid search presence that let us run with the big dogs. We maximized return by focusing on high-revenue products -Instead of eating into margin targeting low-AOV products, we targeted relevant keywords for Lucy & Co’s top-revenue products. -We avoided high-cost, competitive terms and started winning on targeted terms that highlighted key product features. We regularly tested new campaigns and products -As part of our agile approach, we mined search terms for new opportunities and strategically tested new keywords and structures over time. -We proved incremental revenue with new ways to advertise high-value products on low-volume, high-relevance terms. We let search and shopping work together -We created a range of shopping campaigns targeting desktop and mobile users to show alongside our text ads, increasing our presence on key searches. -With a well-built product feed, we were able to keep our shopping AOV high and avoid getting stuck paying for clicks on low-value searches.
Results
Linear ROAS growth and +245% paid media revenue growth In just a matter of three quarters, our efforts help create a solid paid media presence for Lucy & Co. that contributed to: 245% increase in revenue between Q1 and Q3 151% increase in average ROAS 232% increase in site-wide revenue 8.63 average return
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