How We Scaled A Startup To £50k+ A Month
We took on a new client mid-way through July. They had no sales history and are purely an online operation. They’ve now sold over £200k of products through their website; here’s how we did it:
A Flexible Retainer
None of this growth would have been possible with a one-dimensional eCommerce strategy. Intrinsic to our success was an omnichannel approach. This has enabled us to learn faster, see more data and squeeze the most out of every pound of marketing spend. For this client, we have used our expertise in email marketing (Klaviyo), Meta Ads, Google Ads and helped with Conversion Rate Optimisation on their site. The flexibility of the full-service marketing retainer empowered us to prioritise the areas that would move the needle, and they did.
Google Ads: £2500 In, £70,000 Out.
The Performance Max ads we have run on this account have been insane. We are experts in setting up Pmax campaigns to make your products win relevant clicks on Google Shopping, and our campaigns here are running on a 8p cost per click (CPC). Given their products are worth nearer £1000 on average, this meant we could drive a lot of relevant traffic and not need too high of a conversion rate.
As you can see from the screenshot, the return-on-ad-spend (ROAS) was 27.6. This means that for every £1 spent on Google Ads, £27.60 was made. In addition, this client actually had a module to take 10% deposits for orders, so that ROAS is considerably lower than the actual result.
The main recommendations we have for running Performance Max ads are to get your audience signals right, make your ad copy/creative converting and to optimise your product feed. Our data-driven approach and experience has enabled us to return a sensational result for this client.
Meta Ads: £660 In, £26,000 Out
We always advise clients to take Meta Ads conversion reporting with a pinch of salt, as they love nothing more than claiming a sale, but these ads have still been fundamental. We are running mainly retargeting and advantage+ catalogue ads for this client and have seen a considerable increase in their conversion rates since turning them on. If done right, Meta Ads act as the perfect wingman to your Google Ads, helping some of the high-intent traffic you have paid for to remember you and return to buy. In addition to retargeting, our catalogue+ ads have been designed to push customers towards high-stock items we want to sell faster.
As said at the start, Meta Ads conversion tracking should never be taken in isolation, however nice the numbers look. However, we can reliably track a 10p cost per click and have noticed a considerable uplift since we added Meta Ad campaigns into our marketing mix for this client.
Klaviyo: building a database, delivering a GREAT experience.
This is the cornerstone of our omnichannel strategy. Whilst Google and Meta allow us to fire a lot of traffic onto the website, Klaviyo fills a more complex role. From a commercial perspective, the pop-up enables our client to build a database which long term, gives his business more security and will massively aid campaigns. We have already built a GDPR compliant with over 650 subscribers. In addition, automations like abandoned cart have helped return over £17,000 of attributed revenue and convert some of that traffic from Google and Meta that wasn’t quite ready initially.
However, the main use of Klaviyo has been customer experience. We welcome customers to the brand with buyers guides, colouring books and more. After they purchase, we follow up with details on how to build their item and all the information they could possibly need. Through Klaviyo, our client is able to differentiate themself from their competitors and offer a level of service that the rest of the industry are not. This level of service creates loyalty and will bear fruit for years to come in the form of referrals and repeat purchases.
Do you want results like this?
You might already be running Google Ads, or have dabbled in Meta ads before. We can audit your past performance and identify opportunities to scale your revenue going forwards. Likewise, if you are entirely new to paid marketing like the client above, we can start things from scratch. Our flexible marketing retainers offer superb value and give you access to a whole team worth of expertise.
