Appliances Warehouse sell a wide range of factory seconds home appliances across the Sydney region. The goal was to increase the number of daily online sales they were previously achieving.
Due to the nature of the business stock levels are constantly fluctuating depending on what factory seconds they are able to receive.
The current campaign structure when we took over management was a single standard shopping campaign. This structure limited the budget control for the account and prevented us from being able to easily spot what categories were performing well and shift the budget into those categories.
After auditing the account we could see that the old campaigns had plenty of historical data meaning we could start by creating a Smart Shopping campaign.
This gave us the ability to use dynamic remarketing which would drive potential buyers back to the site.
The campaigns were also split by category so we could control the budget by not only what had stock available by the campaigns that were driving the highest ROAS. Different categories will have different ROI opportunities and this structure allowed us to ensure that each category is driving profitable results.
Being able to quickly view category results also makes it easier to spot changing buying trends and ensure the budget splits always reflect the current trends.
By adjusting the campaign structure and focussing on performing categories we were able to increase the ROAS by 200% and increase the number of online sales by 62%. This new structure gives us greater control of the account and will work better to reach the goal of increasing the number of daily sales.
