Situation.

Marco Bicego hired us to help grow their eCommerce business through paid search and social ads that promote their handcrafted, 18-karat Italian jewelry collections. Upon earning their business, we put together a media plan that included a Google Ads Performance Max campaign. 

Performance Max is a campaign in which Google automates targeting and delivery across all Google inventories. One of its best uses is to introduce new potential customers to a brand since the multiple Google platforms provide such a wide reach. Many of our other clients have experienced desirable results in this type of campaign (we saw an average of 425% ROAS across all of our clients the month before), so we expected similar results for our new jewelry client.

Objective & Approach

Marco’s Bicego’s goal was to uphold a 4x Return on Ad Spend and reach a Cost per Acquisition similar to their social advertisements. The campaign began with a Google Performance Max, leveraging Google’s wide reach to drive similar results from our past success with a 425% average return on ad spend across other clients. 

To improve performance in our Google Performance Max campaigns, we modified our strategy by targeting lower-priced items in which led to entry-level buyers to be more enticed enabling a higher success rate to our goals.

Services

We delivered a range of services to Marco Bicego, from campaign planning and media management to in-flight optimizations and insights analysis. This strategic approach led to impressive outcomes: