FABO Case Study | Venderby's

Industry

Lifestyle

Case start

November 1, 2023

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Channels

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Key results.

Challenge

Lack of structure, tracking and inefficient media mix

Venderby's faced several marketing problems that limited their scaling potential. Paid social-setup was inefficient with poor copy and a messy ad account, resulting in suboptimal results. They experienced a lack of synergy between their Paid Social, Google Ads & Email marketing, which meant they couldn't make the most of traffic. TikTok had been shut down as an ad channel due to an erroneous assessment of its performance, even though it had previously delivered a ROAS of 9. In addition, the tracking setup was inadequate, yielding imprecise data and making optimization difficult. Google Ads was also not optimized to fully realize its potential, as the product feed was lackluster, adspend too low, and display campaigns were not utilized effectively.

Solution

Optimization of Paid Social, Paid Search, Email Marketing & Attribution

We carried out an in-depth transformation of Venderbys' digital marketing strategy. Paid Social was restructured with a scalable campaign structure and testing framework that ensured faster and cheaper testing of new creatives. Copywriting was optimized to hit the sophistication of the market and create more effective messages. TikTok was reintroduced as an integral part of the media mix, creating better synergy between the platforms. Tracking was optimized across Meta, TikTok and Google with advanced matching, proper conversion API setup and event deduplication.

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At Google, a number of optimizations were implemented to improve performance. Venderby's was connected to a CSS partner via DataFeedWatch, reducing CPC. The product feed was optimized with better titles and segmentation as well as product reviews, which improved CTR and exposures. Pmax campaigns were set up to leverage Google's AI-optimized bidding strategies, and a more structured DSA campaign was developed to hit broader relevant searches. Display advertising was introduced to strengthen brand awareness and improve conversion rates through remarketing.

Solution

Significant growth in revenue and profit

The strategy produced impressive results. Revenue increased by 91%, while adspend was increased by 123.04% without a critical deterioration in ROAS. Social tracked revenue growth hit 781.23% and TikTok grew by 454.69%. Google generated significant growth through better tracking, optimized campaigns and an improved product feed. The introduction of PMAX campaigns resulted in a 28% increase in ad revenue, while the improved tracking ensured more accurate data for optimization. Display campaigns created a lower CPC and contributed positively to Venderby's overall marketing funnel.
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Overall, Venderby's was able to significantly scale their business by leveraging a profitable, data-driven approach to paid marketing. With a more diversified media mix, an optimized campaign structure and sharper messages, they were able to achieve sustained and profitable growth.

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