ReserveBar

Alcohol

Paid Search Paid Social Shopping & Feeds

ReserveBar is a premium spirit delivery service that makes shopping for your favorite drinks easy. In addition to a vast selection of premium spirits and wine, they also offer custom engraving services for an added personal touch.

ReserveBar wanted to improve their overall return on ad spend (ROAS) and recognized untapped opportunities for growth amongst their active campaigns and campaign types.

171% Increase in Revenue

52% Above Shopping ROAS Goal

“Socium was able to hit the ground running, optimizing our media channels to allow for maximized performance during our busiest time of the year. They provided flexibility and added extra support as needed.

With their expertise and nimble approach, we executed all Q4 initiatives through our paid marketing efforts. On top of the amazing results, they also have become an extension of our internal marketing team.”

Kirsten Bibona

Growth Marketing Manager | ReserveBar

What Socium Identified

Facebook campaigns had multiple bidding strategies, and audiences weren’t effectively segmented.

Paid Search campaigns weren’t utilizing negative keywords and keyword mapping efficiently.

Shopping ads held tremendous opportunities and they weren’t being utilized.

Our Strategic Approach

Restructured Facebook and Search campaigns

When it came to Facebook, Socium began by simplifying the number of bidding strategies, dividing prospecting and retargeting audiences, and reducing the number of active ads. By doing this, the campaigns exited the learning phase, delivered valuable insights, and ultimately became more efficient.
Once enough campaign data was collected, Socium tackled advertising for the multiple sub-brands within ReserveBar’s subdomains. To accomplish this, Socium utilized targeting strategies unique to each brand. These strategies allowed us to discern performance at a more granular level.
A similar approach was taken for Google Search; campaigns were reorganized into generic non-branded campaigns and branded liquor campaigns. Non-brand campaigns were restructured and broken out by spirit type, while brand campaigns were broken out into core and general. This restructure allowed us to scale campaigns and improve efficiency and keyword mapping.

Launched Shopping Campaigns

Socium launched separate brand and non-brand campaigns to gather search term query data. This data was essential for us to understand the ideal structure. After collecting enough data (~2 weeks), we restructured the account into three major segments: generic search terms, branded alcohol terms, and branded ReserveBar terms. By restructuring the account, we could contain ad spend by increasing (and decreasing) the budget where shopping ads were proving to be most effective.

We saw the following results QoQ:

171% Increase in Revenue

52% Above Shopping ROAS goal

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