Trade Furniture Company are suppliers of wholesale real wood furniture to trade and public customers alike, and pride themselves on producing consistently high quality products made from 100% solid wood.
Objectives
The Goals
After 6 months working together and seeing improvements in account performance, Circus PPC worked with Trade Furniture to strategise for 2023, continuing to make changes to the account to drive revenue and ROI, and identifying potential opportunities for growth.
The goal of maintaining a monthly 5X ROI remained.
Implementation
The Activity
Some of the initial work done at the start of the year included:
- Launching January sales promo ads, countdown ads, and merchant centre promos;
- Editing PMax copy to reflect January sale promos across all channels;
- Channelling spend into best performing campaigns;
- Pausing low converting keywords/Shopping products;
- Shopping title improvements for new collections generating higher profit margins.
Mid-year, we recognised a shift in the types of products being purchased, with more customers buying essential items – possibly due to the cost-of-living crisis and lower disposable incomes -, which led us to look at ways that we could better push specific collections. We tested new PMax campaigns for specific collections, and despite delivering a lower ROI, it increased visibility so we kept the campaigns live, which led the range to sell quicker than other ranges historically.
We also launched PMax campaigns for ‘core products’ to increase visibility of strongest performing products, which drove impressive results of 11X ROI and 2.8% CVR.
During September/October, and prior to the Black Friday sales period, we focussed on Trade Furniture’s rebrand, and tested new ad copy across the whole account to ensure ads were streamlined with the new brand messaging.
We always take note of and pay attention to seasonal periods that our clients could benefit from, one being the annual Black Friday period. Following consistent account improvements and strategising throughout 2023, we also launched new ads and countdown ads to effectively highlight and drive conversions for specific Black Friday promotions.
Success
The Results
As a result of the work done both over the year and for Black Friday alone, we drove phenomenal results for Trade Furniture, with significant increases in revenue across the 4-day period, as well as on both Black Friday and Cyber Monday:
+199% 4-day revenue
+410% Cyber Monday revenue
+72% Black Friday revenue
In addition to the incredible YOY results seen during the Black Friday weekend, Trade Furniture also saw fantastic uplifts in their account through the entirety of November:
+59% revenue
+84% sales
+47% ROI
4-day revenue
Cyber Monday revenue
Black Friday revenue
