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The Client - O'Donnell Moonshine
We’re fortunate to have worked with O’Donnell Moonshine, a Manchester-based spirits company that came to Growf through a referral from one of our existing eCommerce clients.
Offering stylish handcrafted liqueurs, they should have been seeing excellent growth. But this was not the case.
The Problem - Poor past performance
Like many businesses, the team at O’Donnell Moonshine had been working with an agency but seeing no positive results — a story we’re all too familiar with.
Often, the problem boils down to a lack of structure or cohesion between campaign types. For O’Donnell Moonshine, this was exactly the issue. Combined with no form of funnel approach, their campaigns were going nowhere.
How We Solved It
Firstly, we identified that any ad campaigns that were performing well were significantly attributed to brand terms.
While having a strong brand presence is positive in retaining existing customers who already know your products, branded keywords are not the best use of marketing budget for businesses hoping to attract new customers at the top of the sales funnel.
So the objective was clear: We needed to improve the current account performance while increasing the new customer acquisition rate.
Our next step was to introduce three main strategies:
- A full-funnel marketing campaign structure: To turn the account around and focus on attracting new customers rather than existing ones, we introduced a full-funnel campaign structure to engage leads at every stage of their customer journey.
- Pmax: We combined this with our tried and tested Pmax (Performance Max campaigns) strategy to automatically optimise ad performance across all Google channels.
- GMC scaling: Along with Pmax marketing, we optimised and scaled the client’s GMC (Google Merchant Center).
Our results
By implementing a comprehensive campaign structure that centred on effective advertising, we were able to successfully reach new potential customers to generate a minimum of 13 ROAS and over €300k per month.
Watch the full strategy breakdown here:
If you want to find out how to scale your eCommerce business and boost your website’s conversion rate, please contact us to set up a discovery call with Josh.
