PMax Powerhouse

TESTIMONIAL

“Time after time, Wolfgang Digital has provided valuable insight and expertise to Intersport Elverys, that has directly and indirectly lead to substantial business growth. As a key partner of ours for many years, they continue to unearth new channels, audiences and opportunities.

From managing campaigns to bringing new possibilities to the fore, Wolfgang’s strategy still drives real growth, whilst maintaining strong ROAS levels. Their consistency, open communication and responsiveness, makes it seamless and a joy to work with.

Thanks folks for all your efforts!“

Mark Newcombe, Customer Acquisition Manager, Intersport Elverys

WOLFGANG DIGEST

Google’s rollout of Performance Max in 2022 presented challenges and opportunities to create a more refined full-funnel strategy for online retailer, Elverys.

By using category segmentation and full-funnel awareness targeting to optimise Performance Max campaigns, we generated at 26% increase in revenue YoY, increased ROAS from 8.3 to 9.1 and ultimately helped Elverys to achieve their overall business revenue target for the year.

CHANNELS

Google Ads

BUSINESS GROWTH

Revenue: +26%

ROAS: +9.6%

OUR STRATEGY

In order to retain eyes on key marketing insights and make sure we were driving the highest return possible, we created a two-part solution to fully optimize Performance Max and make sure that as much data and insights were being gathered and utilized to create a tight overall marketing funnel.

Performance Max Category Segmentation - We segmented Elverys feed into ten key categories. Each category would have a separate campaign, audience targeting strategy, and assets in order to give users the best ad experience possible. This also would continue to generate category-specific feedback useful for other legs of marketing within and apart from Google Ads.
Full-funnel Awareness Targeting - Additional campaigns using both insights from Performance Max and the product feed were used to drive awareness, mid and lower-funnel marketing alongside PMax campaigns.

BUSINESS GROWTH

During Q4 2022, overall PPC activity achieved a 26% increase in revenue, for an increased ad spend of just 10%. ROAS improved 9.6% YoY (9.1 up from 8.3), playing a pivotal role in the business achieving its revenue targets for the year.

Upper Funnel - 45% of all new audience (prospecting) conversions during the Q4 period were driven by audiences generated from PMax insights, at a 73% higher ROAS than other prospecting campaigns.

Lower Funnel - Tag-based dynamic remarketing was the highest converting Display campaign of the Q4 period, achieving a ROAS of 8.35 - 182% stronger than the average ROAS of other Display campaigns, and 11% stronger than non-brand paid search.

+9.6%

ROAS 9.1 up from 8.3 Oct-Dec 2022 vs Oct-Dec 2021

+26%

Revenue Oct-Dec 2022 vs Oct-Dec 2021

PMax Powerhouse

Getting Serious with Segmentation to Drive 26% Revenue Uplift

TESTIMONIAL

WOLFGANG DIGEST

CHANNELS

BUSINESS GROWTH

THE CHALLENGE

OUR STRATEGY

INNOVATION USED

BUSINESS GROWTH