Case Study

Case study of WOP – D2C E – Commerce Brand

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Brand Overview

WOP is a living & roof wall installation provider in offices & home premises in UK. It sell different installation systems online like green roof, vertical living walls, rooftop walls etc as a planter.

Campaign Growth

Average ROAS

POAS

Challenges

The major challenges we faced was the webpages of wop was not organised and lacks USP. So, we decided to fix the SEO issues first so that it can rank in auction while throwing Google ads for it. We also make the pages readable and create a meaningful internal linking to different webpages inside it. We categorised the segments or types of living walls as per their niches.

Objective

The objective was to increase organic sales from SEO & most predominantly increase revenue from Google Ads because the team was chasing after frequent sales to operate the business. They actually needed a high value customer since this business wasn’t recurring in nature.

Target Audiences

We differentiate target audiences as per the search terms especially people searching for BOF (bottom-of-funnel) keywords were chased after for frequent sales. Like: outdoor living wall planter, indoor living wall planter, green rooftop plant installer etc.

Our Approach & Solutions

The client was willing to put $3000 per month in Google Ads which is still considered a small budget in the Digital advertising niche. He asked us to hit POAS (profit on ad spend) of 8X with such a slim spend which in itself was the biggest challenge. In order to fulfil client expectations, we categorised the product in terms of profit margins and separated it into 3 segments and made sure keywords for one segment doesn’t get repeated in the other category.
In this way we ran a performance max campaign without any assets for category 1 which means it will only show ads in the shopping channel. This category 1 consists of medium size priced items which the user can click on. On the other hand we ran a Pmax campaign with a search theme and all visitors data as assets in it and thus behaved as a remarketing campaign holistically.

Result

As a result, we Acquire an average ROAS of 9X & POAS of 7x with a CAC(customer acquisition cost) of 20$. Here 9x-7x =2x went in vain for operation cost.