Digital Marketing Success Case Study:
SEM Optimization for Profitability & Visibility
Eyevana had historically viewed the SEM Spend as a global, and while most sub-products within the same category had very different returns, the ROAS (Return On Advertising Spend) was not associated to each one, but to the mix for that general product type. The goal was to be able to clearly identify the ROAS per sub-product in order to be able to manage the budget allocation in response to the individual contributions and ultimately increase the global ROAS.
Assess the current sub-product offerings and the profit and loss on a cost basis to identify existing gaps and overspending by creating and organizing bidding strategies and implementing sales cycle reporting for increased profitability.
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Specific tracking had to be implemented not only on the SEM front for each Campaign and Ad-group, but also on the landing pages and, more importantly, tied to the actual sub-product purchased, processed, fulfilled and shipped by the client’s call center and logistics warehouse. The Strategy consisted in a coordinated effort to tie all touch points that made part of the actual purchase, beginning on the SEM campaign and ending in a customized reporting solution that would ultimately reflect the ROAS per product. Exactly what our client wanted.
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