Challenges
Scaling revenue through digital marketing proved to be a major hurdle for BrightEyes. Their digital strategies, although extensive, were falling short of driving profitable growth. These challenges were exacerbated by ad account limitations and issues with product approvals in the Google Merchant Centre.
- Massive Online Inventory with Limited Scalability: Despite having over 6,000 products online, they struggled to scale revenue from paid media channels profitably.
- Limitations in Ad Account: The use of tROAS and incorrect product grouping curtailed scalability options. Their ambitious ROAS goals added to the complexity.
- Product Approval Issues in GMC: A staggering 90% of their products faced approval issues in the Google Merchant Centre due to the choice of MPNs over GTINs.
- Focus on Wrong Products: Campaigns often prioritized the sale of hats and thongs, overshadowing the primary focus: sunglasses.
Solutions
In response to BrightEyes’ challenges, the team at Blue Sense Digital developed a comprehensive strategy, looking beyond just expanding platform reach.
We focused on rebuilding campaigns from the ground up, ensuring that every step was aligned with their business objectives and geared towards the products they wanted to be recognized for.
- Rebuilding Campaigns with Clear Focus: We created a new PMAX (Performance Max) campaign in Google Ads that effectively separated Hats, Thongs, and Sunglasses into distinct asset groups. This emphasized premium products, such as Ray-Ban and other high-end designer items.
- Redesigning Meta Strategy: The previous notion that Facebook/Meta wasn’t profitable for BrightEyes was debunked. We revamped their strategy on Meta to align with their core business objectives of achieving 8x ROAS and boosting sunglasses sales in mind.
- Retargeting Campaigns: Introduced a retargeting campaign on Facebook/Meta, keeping the main business goals at the forefront.
- Cold Audience Targeting: Initiated campaigns on Meta/Facebook to engage users who might be interested in designer wear, thus expanding the brand’s reach.
Communication and Collaboration: Ensured transparency with BrightEyes about the GMC product approval challenges. We set expectations and kept them informed with daily communications, weekly updates, and a detailed roadmap to track our progress.