Idyll Home
Growth through Google Ads Case Study
The Client
Idyll Home is an independent high-end furniture store known for providing stylish and trendy decor for outdoors and indoors. Their unique decor is perfect for styling homes and commercial venues.
Well known for their modern scandi brands, their products provide a great combination of value for price and guaranteed quality.
I was tasked to scale their revenue to the next level by establishing consistent sales and strong ROI from Google Ads, which as a platform was still new to the business.
The Challenges
They had an established website but little to no history of sales from Google Ads. They needed a proof of concept of getting revenue from Google Ads without the usual bleeding of costs to establish themselves.
Furniture is one of the most competitive e-commerce niches for Google Ads, they had to stand out against large competitors and high spending independent stores.
Furthermore, ambitious revenue growth requires lots of experiments, which often had to be launched during key sales seasons; which is always risky.
The truly formidable goal set was to establish consistent sales while maintaining a profitable ROAS.
My Solution
To get the best start possible, feed optimization was prioritized so that all core attributes such as titles, google category, color, material and sizes were fully optimized.
Key to sustaining success was effective segmentation. At the time, the store had a small range of product categories but a wide variety of products at different prices. The structure was built to separate products on a price basis so the AOV could be pushed higher.
Finally, a decision to leverage Google machine learning was decided as the smart bidding was used for better ROAS and combined with dynamic remarketing ads.
The Outcome
I was able to navigate Idyll Home through what is for most new stores the most volatile time profitably as the ROAS was above break even.
Within the 1st year of my management the ROAS delivered a +121% increase to the previous year. Furthermore, there was more than 2.4X growth in order volume, a heavy majority of which were newly acquired customers.
A +2% lift to conversion rate despite intense experimentation and budget expansion underscored how effective the audience targeting and filtering was.
Idyll home was able to get 4 figured roas throughout the year despite seasonal peaks and lows as they campaigns always stayed optimized and working 30 days ahead.
The results after the first year of my management:
+121%
Increase in ROAS
+202%
increase in revenue
+2%
Increase in conversion rate
+204%
Increase in order volume
1
Very happy client