Socium Media Shortlisted for 3x US Search Awards 
Fueled by a fashion landscape dominated by designs catering more to the male gaze than the comfort and confidence of the women wearing them, Eberjey revolutionized the pajama and lingerie scene by introducing styles that women could feel comfortable, confident, and beautiful in.
Using 2022 as a point of comparison, Eberjey wanted to maximize ROAS and increase revenue during Black Friday and Cyber Monday through Google Shopping campaigns.
72% Increase in Revenue
88% Increase in Conversions
28% Increase in ROAS
“Working with Socium has been instrumental in helping us achieve our Q4 targets in 2023. Their expertise, dedication, and innovative strategies are what we need in an agency partner. They take time to analyze, digest, and come back with detailed recommendations on strategy and implementation.
Their attention to detail when it comes to reporting and data is unparalleled, and they’ve been great partners. We are excited to continue working with them on scaling and expanding our non-branded efforts to truly make Eberjey a household name.”
Natalie Pedinoff
Director of Performance Marketing | Eberjey
Our Strategic Approach
In preparation for Black Friday and Cyber Monday, we implemented a full restructure in September to ensure it had appropriate time to ramp up and gather data/learnings.
- After analyzing Eberjey’s Q4 2022 ads, we discovered they relied solely on Pmax campaigns. To strengthen our approach and give us more control, we introduced Branded Standard Shopping campaigns and Non-Brand Performance Max campaigns. This addition was crucial for ensuring Eberjey’s 100% visibility in the Shopping carousel for anyone searching for the brand, maxing out our presence during the highly competitive holiday season.
- We segmented the remaining Pmax campaigns based on item performance – categorizing them into a hero product, medium performers, and lower performers. This performance-based segmentation strategy allowed us to assign appropriate tROAS targets to each campaign. For example, the target ROAS (tROAS) was applied to lower-performing items, prompting Google’s algorithms to optimize these items to remain more efficient and focus heavier on items more likely to convert clicks. This enabled us to allocate more budget to higher-performing items to boost their success.
- To further refine our campaigns, we leveraged the “brand exclusion” setting within our Pmax campaigns. This effectively created Non-Brand (NB) Pmax campaigns that acted as a secondary support mechanism, driving additional incremental revenue.
- Attention to detail was paramount, so we ensured all asset groups were updated with specific promotion language, product-specific messaging, and highlighted phrases such as “pjs for the family” to resonate with our target audience. Our use of detailed audience signals was extensive, covering website visitors, interest and demographic details, competitive positioning, and search term specificity.
- A crucial component of our strategy involved running promotions via the Google Merchant Center. These promotions added an eye-catching element to our Shopping ads, enhancing their appeal and effectiveness.
The effectiveness of our account restructure depended on our ability to access and analyze real-time data, so we began analyzing platform data well before Black Friday and Cyber Monday.
- Our goal was to identify similarities between the platform’s analytics and GA4. This comparison served as a roadmap, enabling us to monitor data in real time throughout the BFCM sales rush. Additionally, we leveraged Website Orders as our primary conversion action in our bidding strategies rather than solely relying on GA4 data. This ensured our bidding strategies remained responsive and nimble, minimizing any potential delays.
- Additionally, utilizing our custom-built reporting, we looked at D-2 data (data from 48 hours prior), allowing us to gain a clearer understanding of our performance trends and make strategic decisions accordingly.
Black Friday (YoY) Results:
72% Increase in Revenue
88% Increase in Conversions
28% Increase in ROAS
Cyber Monday (YoY) Results:
25% Increase in Revenue
29% Increase in Conversions
19% Increase in ROAS
Account Manager
Sr Strategist Shopping & Feeds
Future Plans
Since the close of Q4, our strategy has evolved to emphasize strategic enhancements, including running tests to increase bidding on new Pmax campaigns. We’re hopeful to leverage these insights not only to expand Eberjey’s customer base, but also to optimize our existing campaigns to better engage returning customers.
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