Problem
A brand that we have worked with the longest, we believe that strategy always has to be able to adapt to the business. Sometimes, there are seasons when business has to slow down a bit because of inventory and there are also seasons when scaling has to be as aggressive as possible. Here, we are going to highlight exactly how we dealt with both of those times.
The Deal
During Black Friday and the holiday season in general, we want to be able to make the most money possible during a short time period. For us, this requires a specific structure of campaigns so that we can blast promos and sales and capture as much of an audience as possible.
During this time, we spent $185,081 and generated $740,271 in revenue. At the margins this brand operates at, this was a incredibly profitable ROAS and we were able to have a successful holiday campaign.
However, after the holiday campaign, we had to scale back down quickly because we had run out of inventory. We had not expected to sell so many units and also there were some unforeseen delays with shipping. This made us go into a restricted campaign structure and bidding strategy that forced us to become a bit more conservative and focus more on ROAS vs spend.
Starting in January, our spend had been limited to $2k/day vs the $3-4k/day that we were spending during the holiday season. However, that doesn’t mean we were not focused on ROAS as we were still able to hit a 3.3-3.5 ROAS over the next 3 months and are now going into a scaling phase where we are looking to generate the most revenue we have in a single month while keeping the ROAS the same.
Jan – March Performance:
Black Friday
We mastered Performance max – 77% of total account ad spend went to PMax only
