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.
Objectives
The Goals
Circus PPC and Enesco began working together in February 2022, following the company’s lack of growth with a previous full-service agency. Coming to Circus, the business wanted specialist insights and expertise to drive ROI and overall growth.
Targets for PPC included a specific ROI, which when hit and maintained, could provide the opportunity for the business to free up further budget for account growth.
Implementation
The Activity
Upon taking over Enesco’s PPC activity, ROI was at an all time low, so we focused on implementing a new and improved PPC strategy that would help to steadily build on ROI.
Going into 2023, we focused on budget efficiency and driving the best ROI possible in order to have our client release additional budget for the year. We did this by channelling existing budget into best performing campaigns and ad groups, and pausing low converting keywords and Shopping products.
By September, we’d reached and maintained consistent ROI growth that led our client to provide additional investment in PPC during Q4. Some of the activity implemented in order to use the extra budget as efficiently and successfully as possible included:
- Creating new Search, PMax, and Remarketing campaigns;
- Testing new campaign types such as DSAs, Zombie Products, Bestsellers, and expanded Search;
- Reducing aggression to encourage the algorithm to focus on areas generating higher ROI;
- Additional seasonal activity in the run-up to the busy Black Friday and Christmas periods.
During the seasonal Black Friday period, we drove fantastic revenue increases, seeing:
- 77% Black Friday increase
- 88% Cyber Monday increase
- 95% 4-Day increase
Success
The Results
Over the past two years working with Enesco, we’ve helped them drive great results across their brand, and have also seen performance improvements within individual brand accounts. Total increases since we began working together show:
- 447% revenue increase
- 422% ROI increase
- 374% sales increase
We’re continuing to work with Enesco to drive more growth by identifying high-performing areas, alongside preparing for upcoming seasonal periods that often result in even more substantial growth for our client due to increased activity.