BaubleBar

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BaubleBar’s goal is to grow e-commerce revenue while improving ROAS. Block & Tam were tasked with improving both brand awareness and retention, while keeping efficient growth at the forefront, in spite of ongoing macroeconomic volatility.

Our Solution

B&T implemented a 3-pronged approach to drive brand awareness while simultaneously testing into revenue-driving strategies backed by AI.

  • Discovery campaigns became demand-gen campaigns in key markets to expand impact,  targeting applicable audiences with tailored ad experiences

  • PMax campaigns were split into Brand and Non-Brand, using a tROAS smart bidding strategy

  • Brand Text campaigns adopted Target ROAS bidding and broad match keywords

The Results

Through transitioning from manual bidding to max conversion value with a tROAS constraint, we reduced inefficient spending by 10% as CPCs were 26% more efficient. This shift allowed us to drive more valuable traffic with a higher likelihood of conversion. Their Channel-wide CVR saw a +8% increase, leading to a +4% lift in revenue YTD. ROAS has remained efficient as a result, improving by +17% year to date. Scale from Google led to a site-wide revenue increase of +5% YTD.

30%

increase in traffic

-23%


Decrease in CPC

19%

increase in new customer orders

27%

increase in CTR

More Results