MONICA + ANDY
Doubling Down on the Bottom Funnel Produces Revenue Growth
79%
improvement in revenue YoY
74%
increase in ROAS YoY
44%
lower CPA than the prior year
Services
79%
improvement in revenue YoY
74%
increase in ROAS YoY
44%
lower CPA than the prior year
Services
Client Challenge
Monica + Andy is a popular company that makes and sells thoughtfully-designed goods for babies and children. They began working with ADM in January of 2023 and wanted to close out the year with a major push through the holidays. Their team came to ours with an ambitious revenue goal for November that would depend on nearly doubling paid search revenue from the month prior.
ADM’s Solution
To drive Monica + Andy toward their ambitious revenue goals, we adopted a meticulous paid search approach. We broke down performance week-by-week and collaborated closely with the client to assign budgets and revenue expectations. Our focus was on the bottom of the funnel, so we continually pushed spend to tactics with the highest revenue potential.
This effort involved several key components:
● A revamped campaign structure that prioritized Branded search and Performance Max campaigns
● Thorough copy updates specific to ongoing promotions, incorporating “gifting” themes and holiday shipping cut-off dates
● Deep Google Merchant Center maintenance to keep promotions up-to-date and reflect latest offers
● Devoted Performance Max campaign introductions upon new product launches
By leveraging these strategies and closely monitoring performance, we achieved impressive revenue growth and ROI results.
The Results
ADM’s flexibility and focus on the bottom of the funnel helped Monica + Andy meet its audacious November 2023 goals. Our approach led to:
- 79% improvement in revenue YoY
- 74% increase in ROAS YoY
- 44% lower CPA than the prior year
ADM’s paid search efforts even produced surplus relative to the goal: SEM revenue exceeded the target by 5%. This was achieved with a budget just 3% higher than Monica + Andy had spent the year prior, before partnering with ADM.
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