Rocket-Fuelled ROI for Enesco
We worked closely with Enesco to achieve and maintain their desired ROI, also driving both revenue and sales YOY growth of 117%, and 108%, respectively.
Enesco is an American company specializing in the sales and distribution of giftware. Some of the brands they stock include Willow Tree, Jim Shore, Beatrix Potter, and Lolita.
What They Wanted
Enesco, an online American giftware distributor, came to Circus PPC in February 2022 with the desire to reach and maintain a 3X ROI as a result of a significant drop in ROI due to necessary product prices increases and uncompetitive prices against retailers. Having previously worked with a full-service agency, Enesco were keen to rebuild and maintain ROI, which had fallen to just 1X in the two months prior to Circus taking over account management.
What We Did
Our approach when taking over the management of Enesco’s account was to create an effective strategy to help our client steadily build ROI whilst growing visibility across individual brands and driving sales to assist profitability and revenue targets.
Working closely with the client, who also ran more promos than before, we implemented Performance Max into the account, which pointed towards some immediate growth and set the account on the path to begin improving even further. Promotions throughout the year were used within PMax ad copy, which worked well for our client, and we worked towards bringing ROI up to a consistent 3X – which would also enable our client to release more spend to drive further growth.
Some of the other account changes we’ve explored include enhanced conversions, testing ‘personalisation’ sitelinks for individual brands, enabling NB activity and reducing aggression during peak seasons, and adding negative keywords into the account to ensure we targeted relevant traffic only.
During Q4, our client took advantage of the annual Black Friday sales period, offering more promotions than the previous year and therefore allowing us to create better ad copy extensions, Merchant Centre promotions, and to drive as much visibility as possible.
Overall, during the course of the first year of working together, we achieved a strong average monthly ROI of 3.3X, with the second half of the year seeing an average 4.9X ROI. In addition to reaching our client’s ROI goals, we also saw huge YOY improvements in revenue and sales, with growth of 117% and 108%, respectively.
One of the account highlights was the incredible YOY growth we saw during Q4 2022, which included a 286% revenue increase, and the highest revenue quarter, month (Dec 2022), and ROI (Nov 2022) on record. We also saw significant YOY growth across individual brands, with Jim Shore seeing a 500% revenue increase when comparing Q4 2021/2022.
Due to the success we saw across their other brands, we eventually took over entire account management of Shop Enesco in February 2023, which we previously only managed Shopping activity for, whilst the client managed Search and assessed risk factors.
Despite having only managed the full account for less than two months, we saw MOM improvements in budget efficiency after introducing Performance Max into the account, with Performance Max campaigns alone driving an 8% ROI increase when compared to both Search and Shopping.
yoy revenue increase
yoy sales increase
yoy q4 revenue increase
The Project Team
Having strong communication skills has allowed Chloe to understand issues faced during the pandemic induced lockdown and enabled her to work closely with clients in order to overcome them.