Multi-million-pound annual sales growth while ACOS remained around 10%
The Brand
- Established e-commerce brand with a broad product range
- Long-term RJW client since June 2021
- Significant opportunity to scale sales while protecting advertising efficiency
The Challenges
- Growing sales profitably
- Building a complete advertising strategy for each product
- Understanding how paid advertising could support organic ranking
- Scaling spend without allowing ACOS to rise beyond acceptable levels
RJW Results
- Sales increased by millions of pounds per year after the engagement began
- Lifetime advertising sales exceeded £12 million in the supplied account view
- Lifetime ACOS remained below 10% in the supplied performance data
- Individual product strategies were developed around targeting, spend, placements and commercial priorities
Original case-study performance image retained from the RJW case-study materials.
Start Date: June 2021
When RJW began managing this account, the objective was not simply to increase advertising spend. The challenge was to create a structure that could support meaningful sales growth while maintaining the level of advertising efficiency required by the business.
The account was approached product by product. Rather than applying one broad strategy across the catalogue, each product was given an advertising plan based on its own performance, margins, search demand, competitive position and growth objectives. This allowed budgets, bids, targeting and placements to be managed according to the role of each product within the wider account.
A further focus was the relationship between paid advertising and organic visibility. Campaign decisions were therefore assessed not only against attributed advertising sales, but also against the broader sales trajectory and ranking objectives of key products.
Since the engagement began in June 2021, annual sales have increased by millions of pounds while advertising efficiency has remained tightly controlled. The supplied lifetime account data shows approximately £12.09 million in attributed sales from approximately £1.20 million in advertising spend, equating to a lifetime ACOS of 9.88%.
Historical client result based on account data supplied by RJW. Individual outcomes vary.
