In terms of tangible results, over the last 12 months, Contempee has seen a +303% YoY increase in ad spend, +245% YoY increase in revenue growth and a +35% YoY increase in AOV. We’re incredibly proud of these achievements and look forward to continuing our work together and achieving bigger results YoY.

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This case study will explore how we used Google ads to contribute to this growth.

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Data set up and target setting

After outlining clear targets, we needed a way to keep track of them. It would be important to have clear visibility over key metrics such as New Customers, NC-ROAS, NCPA, Returns, Repeat Rate, LTV, Net Profit, etc. To do this, we installed Triple Whale for them. This industry-leading attribution and reporting software gives us and the client a clear view of the businesses numbers, allowing everyone to compare the forecast figures against the live data and make decisions in line with business profitability, not vanity metrics. 

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Account work begins

Once set up and tracking correctly, we began work on the Google Ads account. When we inherited the account, branded searches were responsible for the majority of sales. We wanted to implement a strategy that would focus on building up non-branded conversions, otherwise we wouldn’t be able to scale the account and drive new customer growth. 

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Setting up shopping campaigns

With the plan of action established, we began building and implementing new campaigns into the account. We started with shopping campaigns as profitable growth was a key requirement set by this client. Shopping campaigns have proven to drive strong profitable growth for our clients, giving us confidence in allocating a large portion of the client's budget here. When setting up these shopping campaigns, we excluded branded and competitor search terms so all focus would be on generic searches. Campaigns were split by product category, allowing us to set tROAS bidding goals based on the profitability levels of each product range. 

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Product categorisation

As we separated product categories into separate campaigns, it created smaller groups of SKUs within campaigns. This forced Google to spend its budget on products that previously were not receiving any spending (zombie products). This moved the needle for UK revenue growth across the shopping network.

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Breaking into new markets

After seeing much stronger profitability and new customer growth in the UK, we launched a similar account structure targeting the United States and Australia. So far, we’ve seen fantastic results in these two additional countries, outperforming the UK in certain areas.

We’re now working with Contempee to transition over to a Performance Max campaign structure, replacing the successful shopping structure we’ve been running for the past 12 months. We must continue to push the boundaries to drive growth for the business. By implementing Performance Max, we'll unlock more ad placements such as search, display and video, putting the brand in front of more new customers. So far, this new structure has been performing extremely well, driving higher contribution margin growth than the previous shopping campaign setup.

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