Boosting ROAS and Conversions for Major Players in the Industrial Cleaning Space
Overview
Industrial Cleaning Solutions, a prominent player in the industrial cleaning sector, sells a wide range of cleaning products through its e-commerce platform. In the previous year, it achieved a commendable return on ad spend (ROAS) of 410% over a sample 30-day period. However, it sought to further optimize its campaigns and enhance its ROAS.
Disrupt Marketing stepped in and collaborated closely with Industrial Cleaning Solutions to restructure their campaign setup and refine their targeting strategies. As a result of this partnership, Industrial Cleaning Solutions witnessed a remarkable improvement in their ROAS, which soared to an impressive 891% for the same 30-day period this year.
The Challenge
Industrial Cleaning Solutions set ambitious annual goals and aimed to maximize their ROAS to achieve them. However, they encountered a significant hurdle in the form of their primary Performance Max campaign, which offered limited reporting capabilities. This made it challenging for the company to gain deep insights into campaign performance, identify areas for improvement, and make data-driven optimizations. Without comprehensive data and the ability to fine-tune their campaigns, Industrial Cleaning Solutions risked missing out on potential growth opportunities and falling short of their ROAS targets.
Industrial Cleaning Solutions
The Disrupt Solution
Disrupt Marketing developed a multi-pronged approach to boost Industrial Cleaning Solutions' ROAS and drive better results:
Campaign Segmentation: Disrupt Marketing strategically segmented Industrial Cleaning Solutions' campaigns based on product listings. They created six targeted campaigns, each focusing on specific product categories. This segmentation allowed for more precise targeting, personalized ad content, and improved relevance to the target audience.
Balancing Automation and Control: While leveraging the power of "Smart" campaign automations, Disrupt Marketing also adopted a more hands-on, focused approach to campaign management. This balance ensured that the campaigns benefited from automation while still allowing for strategic optimizations based on performance data and insights.
Competitor Targeting: To expand Industrial Cleaning Solutions' reach and tap into new audiences, Disrupt Marketing added segments targeting users who had previously visited competitor websites. This strategy helped capture potential customers who were already interested in similar products and increased the likelihood of conversions.
Data-Driven Optimizations: Disrupt Marketing continuously analyzed campaign data and made informed optimizations for each individual campaign. By closely monitoring key metrics and making timely adjustments, they ensured that the campaigns remained efficient and effective in driving results.
The Results
Through this targeted approach, Disrupt Marketing helped Industrial Cleaning Solutions achieve a remarkable 117% increase in conversions year-over-year. Additionally, the cost per conversion decreased by 28%, indicating improved efficiency in ad spend. These optimizations ultimately led to a substantial improvement in ROAS, which rose from 410% to an impressive 891%.
Building on this success, Industrial Cleaning Solutions plans to continue collaborating with Disrupt Marketing to optimize their campaigns further and explore new growth opportunities.
"Disrupt Marketing's strategic approach to campaign segmentation and optimization has driven remarkable improvements in our ROAS and overall sales performance."
-Client
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