Socium Media Shortlisted for 3x US Search Awards :trophy:

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eCommerce Brand

eCommerce Brand
Paid Social Paid Search Shopping & Feeds
Person making online payment with laptop and credit card.

Launched in the mid 2010s, this eCommerce brand elevated the American bathroom experience with its modern and affordable bidet attachment.

Their question to consumers was cheeky and simple: Who doesn’t want a clean butt? Since then, they’ve been rated the #1 bidet attachment and expanded their product offerings to include various types of bidet attachments and bathroom accessories.

12% Above Net Revenue Goals
42% Above ROAS Goals
12% Increase in Revenue

What Socium Identified

#1

Competition in the paid media landscape was at an all-time high.

#2

Inflation was rising, and as a result, consumers planned to spend less during the holidays (their peak sales season).

#3

To combat both challenges, our client’s Q4 paid media plan needed to entice price-conscious consumers while maximizing profits.

Our Strategic Approach

Shopping & Feeds

  • Average daily spend run rates can increase up to +2,000% during promotional periods, so we implemented tROAS optimizations ahead of time. This ensured Google’s automated bidding algorithm had sufficient time to learn and ramp up.
  • To avoid leaving any incremental demand on the table, we segmented out specific “hero” products into their own campaign. This allowed us to target the products and push them as efficiently as possible.
  • During the height of sale periods, we monitored performance hourly and adjusted as needed to maximize efficiencies.

Paid Search

  • Similar to Shopping, we proactively updated tROAS on Google to accommodate its automated bidding algorithm and monitored performance hourly during sale periods.
  • We restructured Brand and Non-Brand campaigns and cleaned up location targeting. This allowed us to make real-time campaign modifications based on current performance.
  • We included fun and amusing promo codes into our copy to further entice shoppers (ex. Code CHEEKY30).

Paid Social

  • We implemented a multi-funnel strategy (top-of-funnel awareness, middle-of-funnel conversion prospecting, and bottom-of-funnel remarketing) to speak to users at different conversion touchpoints.
  • To prepare for the peak holiday season during Q4, we began testing Advantage+ campaigns in early October. After seeing successful results, we continued these campaigns throughout the holiday season to influence volume.
  • We incorporated playful ad copy and creatives to showcase their character and promotional messaging.
  • All ad spend was targeted in accordance with each holiday. For example, we created one Advantage+ campaign for Canada’s Boxing Day holiday and another targeting the US, ensuring the larger US market didn’t occupy all campaign budget.

We saw the following results QoQ:

12% Above Net Revenue Goals
42% Above ROAS Goals
Additionally, we analyzed each channel’s impact on the holiday season:
12% Revenue Lift from Paid Search
25% Revenue Lift from Shopping
15% Revenue Lift from Paid Social

Future Plans

After seeing these results from Q4, we’ve continued to run channel tests on Google Search, Google Shopping, and Facebook to unlock new learnings and improve our client’s media strategy into 2023.

Ready to Get in Touch?

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