CARAWAY

Delivering eCommerce Success Despite Low Product Inventory

194%

increase in non-brand conversions YoY

196%

increase in revenue YoY

88%

impression share on smart shopping during Black Friday

194%

increase in non-brand conversions YoY

196%

increase in revenue YoY

88%

impression share on smart shopping during Black Friday

The Challenge

Caraway Home is a fast-growing cookware brand with a devoted following and a vibrant direct-to-consumer sales model. Like many brands, Caraway Home has had to navigate a difficult economic landscape over the past two years. Supply chain issues stemming from the global pandemic have impacted businesses around the world, and the squeeze seems unlikely to subside in the near future. But Caraway is an ambitious and promising company, determined to launch new products and continue finding new customers. 

After a successful run exclusively selling cookware, Caraway introduced its bakeware line in advance of the 2021 holiday season. Despite inventory shortages hampering their new customer acquisition efforts, they wanted to dominate their new market during the busiest sales weeks of the year. 

Our Solution

At ADM, we’re accustomed to assisting clients through inventory issues, new product launches, and holiday sales pushes. But addressing all three situations simultaneously while driving Caraway Home’s SEM campaigns to their ambitious goals required the utmost diligence. 

ADM recommends businesses start prepping for the holidays sales push early. To begin, we made sure all non-brand search, Smart Shopping, and Discovery campaigns were structured, optimized, and launched in time for the online shopping frenzy that surrounds Thanksgiving weekend. We updated evergreen ad copy, implemented holiday messaging and sales pricing, ensured accurate keyword mapping to the appropriate campaigns, and restructured keywords for efficiency by match type. 

We also created entirely new Google Shopping campaigns for Caraway Home’s bakeware line so that we could optimize them separately from their other product lines. In advance of the Thanksgiving weekend push, we adjusted spending to put an extra emphasis on bakeware campaigns. Using Google’s campaign simulation tools, we found the highest daily budget that would allow us to maintain our performance goals before tipping into diminishing returns.  Throughout the holiday season, we then incrementally increased spend as search demand grew, ensuring our campaigns were never limited by budget so Caraway Home’s bakeware items would receive the highest possible visibility.

Because we knew limited inventory would be an issue going into the holiday selling season, we had to pair our sales push with an effort to actively monitor each item’s availability. We collaborated closely with Caraway Home to find out when certain products were about to be out of stock—navy-colored bakeware went particularly fast—so that we could adjust our ad messaging on the fly. 

When items became unavailable, we would update ad copy to encourage customers to pre-order the product. This way, we could continue delivering conversions and capturing impression share for bakeware-related keywords even as inventory became scarce.

Client Overview

Caraway Home is a brand that designs and manufactures ceramic-coated cookware and bakeware.The brand has built a reputation for its appealing, practical designs and high-quality construction. The brand has also received a boost thanks to a popular cooking influencer who prominently uses its products in her videos. ADM has been working with Caraway Home since June 2020. Our team proudly manages their search engine marketing (SEM) services, running successful search and shopping campaigns in both Google Ads and Microsoft Ads.

Results

  • Even with intense holiday competition mixing with inventory constraints, our approach to Caraway’s bakeware launch was a success. Their non-brand bakeware Google Shopping campaigns dominated over the holiday weekend, taking 88% of impression share for their keywords.
  • The bakeware push helped cap a remarkable year for Caraway Home’s account, which produced significant conversion gains without sacrificing efficiency. Year-over-year non-brand conversions increased 194% while revenue increased 196%, with a 2% increase in return on ad spend (ROAS). We exceeded our scaling and efficiency goals, showing that the right strategy can bolster customer acquisition even despite low inventory.

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