Graham & Green | PPC & Paid Social | Increasing ROAS
About the client
With a huge online presence and 5 beautiful boutique stores to match, Graham and Green are an independent family run interiors business, founded in 1974. They believe that your home is the most important place in the world, and specialise in eclectic furniture and homeware, plus unique gift ideas. While they are fully committed to both online and physical stores, they understand the importance of a digital presence and are always keen to test the latest campaign features to maximise visibility and brand awareness.
The client wanted a paid partner to take a holistic view of all paid channels to drive maximum revenue growth.
They were looking to minimise wasted spend in the account and improve overall Paid Marketing ROAS.
+35% increase in combined ROAS
+67% increase in combined Revenue
+45% increase in Social ROAS
+26% increase in PPC ROAS
Additionally, one of the key objectives was to reduce reliance on Brand Campaigns in PPC to increase Generic revenue, which we successfully achieved:
Generic Revenue increased by 83% YoY
We took a holistic approach to the Paid Marketing budget. We used previous data insights to identify trends throughout the year in order to inform where the budget should be split between PPC and Paid Social. By doing this we were able to push the budget into top performing channels and campaigns.
Following a Paid Social and PPC audit for our client, we quickly identified a restructure of both channels accounts was required in order to bring them up to speed with both the platform’s and Ortus’s best practices. In doing so we could ensure not only did the brand then have the foundations in place for future success, but also that their account budget ran more efficiently.
During the first 3 months of management we have made great improvements across the board from the re-structure, however with Q4 within touching distance we wanted to be more in control of the budget and when and where it was spent. By switching from monthly to weekly budgets we were able to phase spend based on seasonality, and key dates such as payday week and promotions. Allowing us to act quickly and move budget between the channels as needed to drive performance.
We are always going to be on the lookout for the next growth opportunity, however our next key focus as we move into Q4 will be to expand on our Pinterest strategy. We know that festive buying starts early and for home decor brands Pinterest is a biggie. Pinners on Pinterest are 65% more likely to be home decor shoppers and 9 in 10 people on the platform use it for inspiration throughout the purchase journey for home decor, which is 2x more likely than other social media platforms!
We’re also able to take advantage of working holistically with other Paid Channels by tapping into top performing PPC keywords for targeting as well as PPC and Paid Social top performing audiences.
If you want to find out more about how we can align your PPC and Paid Social channels for the best results get in touch at email@example.com.
“After running our paid marketing campaigns in-house for some time, I’m delighted with the results that Ortus have managed to achieve so quickly. Their expertise and enthusiasm to help drive our business have helped us navigate the choppy waters post-pandemic, and provide us with some amazing growth during the economic downturn. I’m excited to see what they’ll be able to do next!” Ecommerce Manager at Graham and Green