In this case study, we will explore our successful collaboration with NYGiftLoft, a prominent New York-themed souvenirs and gifts store known as the go-to destination for “I Love New York” merchandise.
NY Gift Loft specializes in offering a wide range of New York-themed souvenirs and gifts, capturing the essence of the vibrant city. With their online store as the primary platform, they cater to a diverse target audience worldwide who are passionate about New York City and seek memorabilia that reflects their love for the Big Apple.
Previously, our client had an existing search campaign with only a few keywords and two shopping campaigns that lacked proper structure, with all products grouped into a single ad group.
The search campaign had shown no success in terms of ROAS:
It was clear that there was room for improvement.
In our collaboration with NYGiftLoft, the client set ambitious key performance indicators (KPIs) to drive their business growth. They aimed to scale their sales to 400 per month with a target ROAS of 200%. The client recognized the importance of maximizing their advertising efforts during key events, such as Black Friday, and expected a significant increase in sales and customer acquisition during that period.
Understanding the client’s expectations and desire for substantial growth, we were committed to developing and implementing a robust PPC strategy that would not only meet but exceed the expected KPIs. By leveraging our expertise and implementing strategic optimizations, we were determined to drive remarkable results for NYGiftLoft, both during the Black Friday period and throughout their ongoing campaigns.
Based on the above research, we made decisions on what traffic sources we need to implement ads along with Google to become in the highest positions compared to competitors.
5. Our in-depth research of possible keywords according to complex category structure and huge amounts of products on the website.
6. Developed the marketing strategy and implemented the following:
Strategic Search Campaigns
Created highly effective search campaigns, each focused on a specific category, ensuring maximum relevance and performance. Optimized and scaled the best-performing campaigns to achieve exceptional results.
Shopping Campaigns
Developed a comprehensive structure for shopping campaigns, including bestsellers, low performers, high-margin, low-margin, and new arrivals. This approach resulted in increased visibility and sales for each product category.
Performance Max Campaign Mastery
The main key to success was to test several approaches and structure performance Max campaigns accordingly, finding the best in terms of sales and ROAS. Then, optimize and scale the result.
So, we devised a high-converting Performance Max campaign structured by:
That not only achieved the client’s desired Return on Ad Spend KPI but also surpassed sales expectations, generating over 600 sales per month against a target of 400.
Data-Driven Product Scaling
Utilized continuous testing and analysis to identify best-selling products and efficiently scaled their promotion. This approach maximized profits and market reach.
Remarketing Strategies that Work
Developed a two-pronged remarketing strategy, utilizing Discovery campaigns for general remarketing and Performance Max campaigns for Dynamic Remarketing. This ensured a high level of engagement and conversion from previous visitors.
The key to success was to find a winning combination of audience signals for remarketing. As soon as we found ones — ROAS started to increase.
Upsell Excellence
Designed and implemented a highly successful upsell strategy, enticing customers to purchase additional products or upgrade their orders. This resulted in a significant boost to average order values and overall revenue.
Increasing Average Conversion Value
Implemented tactics to increase the average value of each purchase. For instance, introducing product bundles or offering discounts for larger quantities, resulting in a 25% increase in average order value.
Funnel for Bulk Sales
Developed a well-optimized funnel to promote bulk sales, enticing customers to purchase larger quantities of products. This approach proved highly effective, increasing bulk sales by 35% within three months.
Analytical Insights with GA4 and Looker Studio
Successfully migrated the client from GA3 to GA4, providing advanced analytics and data visualization. Created custom Looker Studio reports, offering valuable insights into paid traffic, email performance, and organic/direct traffic sources.
Long-Term Client Relationship
Cultivated a strong working relationship with the client, providing consistent support and results over the span of more than a year. This sustained collaboration is a testament to the quality of the services delivered.
Structure
We developed, tested, and analyzed the following structure of search campaigns: 1 campaign = 1 category.
It turned out that this structure was not producing the expected results. ROAS was increasing but slowly, and CPA was still high.
However, we found the most winning keywords and rebuilt the structure:
As a result ROAS increased twice. CPA dropped from $71 to $49.
We tested a similar strategy for Shopping campaigns and Performance Max campaigns.
The key to success was to find not only a scalable structure of campaigns but also to find winning combinations of audience signals through constant testing and our experience. Standard approaches were not working here. So, together with the client (through constant communication), we managed to find the Holy Grail — the combination of audience signals to achieve the desired ROAS and exceed the expected number of purchases.
Enhanced e-commerce tracking
Enhanced E-commerce was implemented to gain deeper insights into user behavior on the website. It allows tracking specific actions like product views, adding items to the cart, and completed transactions, providing valuable data for optimization.
By analyzing the enhanced e-commerce data, we identified potential bottlenecks in the user journey and made data-driven decisions to improve conversion rates and overall revenue.
Unique feed combinations
Our agency’s unique approach involves combining feeds that help the client boost sales and prevent similar campaigns from competing with each other. We developed this approach based on more than five years of experience and testing different strategies.
Cost — $9.38K
Conversions — 249.22
CPA — $37.63
Purchases/Sales — 11.4K
Cost — $19.4K
Conversions — 856.02
CPA — $22.63
Purchases/Sales — 30.4K
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