johnnie-O
How Custom Performance Max Insights Fuel Revenue Growth
64%
ROAS Increase YoY
41%
Revenue Increase YoY
10%
Spend Increase YoY
Services
64%
ROAS Increase YoY
41%
Revenue Increase YoY
10%
Spend Increase YoY
Services
The work documented in this case study has been shortlisted for a 2023 US Search Award Learn More >>>
The Challenge
johnnie-O is an apparel brand that sells high-quality, premium menswear. In late 2022, their goal was to increase revenue by at least 10% year over year, relying primarily on new customers to do so.
For eCommerce brands, Google’s Performance Max (PMax) campaign styles are an essential new customer sales tool, so they were ADM’s primary focus in this effort. But because PMax campaigns rely heavily on machine learning, they can be a black box. It’s often hard to capture insights that inform further optimization—meaning we had to be creative to get more out of the little data Google does provide and deploy additional methods to get further insights so we could continue to manually improve outcomes and help johnnie-O meet its goals.
Our Solution
To tackle this challenge, ADM began a careful process of duplicating campaigns to isolate specific audience signals and measure their unique impact, allowing us to structure johnnie-O’s campaigns to maximize efficiency and effectiveness.
ADM applied this methodology to custom intent audiences, audiences created using first-party data, and Google’s affinity and in-market audiences. We used GA4 to create new audiences based on purchases made (like “men’s footwear buyers”) and created purchaser audiences based on cart values, ie: purchases between $250 and $500.
We also deployed a third-party script that provided a granular view of the PMax campaigns’ spending based on ad format. Those learnings showed us which asset groups could be broken out from existing campaigns into standalone campaigns so they could have their own budget. That ensured these assets wouldn’t be suppressing other asset groups for their share of the campaign budget.
The Results
ADM’s meticulous work to detect signals from a typically-opaque campaign style (PMax) led to key insights. Combined with routine campaign maintenance, these insights drove remarkable performance that smashed johnnie-O’s revenue goals:
- Revenue increased by 41% year-over-year from November 2021 to November 2022
- ROAS increased 64% year-over-year
- Conversion rate increased 66% month-over-month in November 2022
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