Overview
Shelfology is an ecommerce retailer specializing in floating shelf systems, brackets, tools, and DIY project products. They cater to both individuals seeking stylish shelving solutions and DIY enthusiasts looking for high-quality components for their projects.
Challenges
Maximizing Conversion Value in PMax Campaigns:
Shelfology faced the challenge of optimizing their PMax campaigns to maximize conversion value. This involves strategically managing and fine-tuning the performance of these campaigns to achieve the highest possible revenue.
Success of Branded Search Campaign:
Another challenge was to ensure the ongoing success of a branded search campaign. This task involves maintaining the visibility and effectiveness of Shelfology’s brand in search engine results, which is crucial for attracting targeted and high-intent traffic.
Running Effective Google Ads Campaigns Across Product Categories:
Shelfology encountered difficulties in efficiently running Google Ads campaigns for different product categories. This challenge includes tailoring advertising strategies to suit the unique characteristics and demands of each product category to enhance overall campaign performance.
Managing Facebook Campaigns for Catalog Promotion, Remarketing, and Prospecting:
The complexity of managing Facebook campaigns for catalog promotion, remarketing, and prospecting posed another set of challenges. This involves navigating the intricacies of Facebook’s advertising platform to effectively promote products from the catalog, re-engage with past visitors through remarketing, and attract new potential customers through prospecting campaigns.
Platforms Leveraged
Google Ads
Meta Ads
Pinterest Ads
Strategies
Performance Max Campaign Optimization:
We restructured and optimized PMax campaigns, adjusting bid strategies to maximize conversion value. This allowed us to prioritize products and strategies that generated the most revenue.
Google Ads Campaigns:
We continued to maintain a successful branded search campaign and further refined the floating shelf systems and brackets/tools campaigns to target specific product categories effectively.
Meta Advertising:
We executed a multi-faceted Facebook advertising strategy, including:
-Catalog Campaign: Showcasing Shelfology's product range and facilitating easy product discovery.
-Remarketing Campaign: Targeting website visitors from the last 90 days, Facebook and Instagram (users, and a Shelfology customer audience to re-engage and convert potential customers.
-Prospecting Campaign: Attracting new potential customers by reaching out to a broader audience and introducing them to Shelfology's products.
Results
- 16% increase in overall revenue YoY
- 21% increase in Google Ads conversion value YoY
- 48% increase in website visits
- 3 Different Ad Platforms
