Challenges
Hemley Skateboarding grappled with different challenges that hindered its growth and efficiency. Here’s a detailed breakdown of these obstacles:
- Suboptimal ROAS: Their inability to scale the account was predominantly due to a suboptimal Return On Ad Spend.
- Unintended Targeting: A significant portion of the advertising budget (20-30%) was inadvertently directed towards global traffic from non-Australian regions, which did not yield high returns.
- Outdated Campaign Structure: Hemley had an outdated single Performance Max campaign structure, which was merely an upgrade from their previous Smart Shopping campaign. This structure lacked several critical assets.
- Missed Opportunities: Hemley did not leverage the potential of cross-channel strategies, especially on platforms like Meta, leaving a massive scope of potential audience untapped.
Solutions
When Hemley Skateboarding approached Blue Sense Digital, they had tried several solutions that didn’t deliver the expected outcomes. In response, we implemented a set of comprehensive strategies to address their concerns. Here’s what was done:
- Migrating to Performance Max: Hemley attempted to shift their shopping campaign to Google’s Performance Max.
- Sales Initiatives: They initiated sales, though it had minimal impact on their ROAS.
- Budget Reduction: Hemley cut down their advertising budget by 25%, hoping for better results, but this move didn’t produce the desired effect.
- Restructured Campaigns: Modernized the campaign structure by rebuilding it, using insights from managing large-budget client accounts.
- Geo-specific Targeting: We focused campaigns to exclusively target Australia, ensuring high-yielding traffic and better budget utilization.
Cross-ChannelApproach: Embracing the untapped potential of Meta, we rolled out multiple campaigns on the platform, ensuring they align with the strategies on Google for a unified marketing push.