Criss Bellini-Exclusive & Limited Edition Wall Art
Impact: ROAS Increased by 200% in just 2 weeks
Case Background
Criss Bellini is a Swedish-based, anonymous artist (and brand), influenced by the fashion industry and street culture. Criss Bellini offers unique wall art with a mix of traditional and digital art, made in limited editions only.
The Business has an online Shopify store through which they make their sales.
Challenge
The business approached us with the concern that their ads could be performing better, as they were seeing other companies in their industry achieving better results through their advertising efforts. They were spending a significant amount of their budget, approximately 40,000€, on Google and Facebook ads, and most of their sales were generated through these ads.
As part of our detailed analysis of their advertising approach, we uncovered significant challenges at a strategic level that were adversely impacting their performance and hindering their ability to achieve a better ROI.
- Poor Campaign Structure: Our analysis revealed that the existing campaign structure was poorly organized, with overlapping targeting within the campaigns. This led to confusion and a longer learning curve for the ad systems to understand the target audience, resulting in suboptimal performance and inefficient ad spending.
- Improper Budget Split: The majority of the budget was allocated to branding campaigns, while warm and retargeting audiences had limited budget allocation. This led to an imbalance in the allocation of resources, with less focus on engaging and converting potential customers, resulting in missed opportunities for higher returns.
- Non-performing Creatives: Through our creative analysis, we found that many of the creatives used in the ads were not performing well in terms of click-through rates (CTR) and conversions. These underperforming creatives were consuming a significant portion of the budget without yielding desired results, leading to inefficient ad spend and lower overall performance.
- Inadequate Landing Page Experience: We observed that the landing pages used by the business were not optimized for conversion. In addition, users were often redirected to irrelevant landing pages, leading to higher drop-off rates and missed conversion opportunities.
Solution Implemented
Based on our analysis, we formulated a comprehensive solution to address the identified challenges and optimize the business’s advertising strategy for improved performance:
- Campaign Restructuring: We revamped the campaign structure to ensure proper targeting and reduced overlap, allowing for more efficient audience segmentation. This helped to optimize ad delivery, improve relevancy, and enhance overall campaign performance.
- Budget Optimization: We reallocated the budget to ensure a balanced distribution among branding, warm, and retargeting campaigns, optimizing the overall ad spend. This allowed for better resource allocation and ensured that each campaign had a sufficient budget to effectively engage and convert potential customers.
- Creative Optimization: We conducted thorough creative testing to identify high-performing creatives and optimized the ad creatives accordingly to improve CTR and conversion rates. This involved A/B testing, creative iteration, and performance tracking to ensure that only top-performing creatives were utilized, resulting in better ad performance and cost savings.
- Landing Page Optimization: We redesigned the landing pages to provide a seamless and relevant user experience, with a focus on driving conversions. This involved improving the layout, content, and call-to-action (CTA) placement to enhance the overall landing page experience and reduce drop-off rates.
Results & Impact Delivered
Our strategic optimizations and data-driven approach yielded significant improvements in the business’s advertising performance:
"ROAS Increased by 200% in just 2 weeks"
- Improved Ad Performance: The optimized campaign structure and budget allocation resulted in better targeting, increased click-through rates (CTR), conversion rates, and return on ad spend (ROAS). The business witnessed a positive impact on their overall advertising performance, with improved campaign efficiency and effectiveness.
- Cost Savings: The elimination of non-performing creatives and optimization of landing pages led to cost savings by reducing unnecessary ad spend on underperforming assets. This allowed the business to allocate their budget more efficiently, resulting in a higher return on investment (ROI) and better utilization of their advertising budget.
- Enhanced User Experience: The redesign of landing pages with a focus on conversion optimization led to a seamless and relevant user experience, reducing drop-off rates and improving user engagement. This resulted in higher conversion rates and improved customer experience, leading to increased customer retention and loyalty.