A brand that sold nothing off Amazon, taken to a thousand dollars a day.
Tara Sartoria sold exclusively on Amazon and wanted a business that did not depend on it. Their own store was selling nothing, and their Facebook ads were costing almost as much per sale as the product cost.
- Tara Sartoria
- Ecommerce, silk apparel
- February to May 2024
- Google Ads, Google Shopping, Merchant feed, Conversion tracking
The background.
Tara Sartoria makes silk products, sells in the US and ships internationally. Everything went through Amazon, and they wanted to build a presence outside it using their Shopify store. They had been running ads and getting poor outcomes.
The account came to us through McKee Creative Agency, who were asked to audit it and brought us in to run the work.
The problem.
The Shopify store was selling nothing. Meanwhile the brand was running Facebook ads at around a hundred and forty dollars in cost per product sold, which was close to the price of the product itself. That is not a campaign that needs optimizing. That is a campaign that is losing money on every sale and would lose more if it scaled.
The audit covered the campaign structure, the conversion tracking, the keyword grouping and the audience segmentation, and every recommendation in it was then actually implemented rather than delivered as a document.
- $152.15
- Conversion value, February 2024
- 1
- Conversion
- $97.83
- Cost per conversion
- 155.52%
- Return on ad spend
What we did.
Full account audit, then execution
- The existing campaigns were audited to find what was broken, a strategy was written around the spend and the audiences that could carry it, and then the recommendations were carried out rather than handed over.
Conversion tracking rebuilt
- Tracking was audited and implemented properly so campaign performance could be measured at all. Everything after this depends on it being right.
Keywords researched and grouped
- Extensive keyword research, grouped so each campaign targeted a coherent set of search intent rather than a list of terms that happened to be related.
Audiences segmented
- Audiences were split so campaigns could be tailored precisely to different demographics and interests rather than shown to everyone and averaged out.
Campaigns restructured
- The ad campaigns were restructured across platforms so budget followed performance and the account stopped competing with itself.
Merchant feed and Shopping set up
- A Google Merchant feed was built to run Shopping campaigns and to earn free listings, which for a product brand is a channel that costs nothing to appear in.
Creative written for the buyer
- Ad copy and visuals were created to resonate with the people actually buying, rather than describing the product to no one in particular.
Tested and monitored
- A/B testing across landing pages, headlines and other assets, with performance monitored and adjusted continuously and reported back with the reasoning attached.
The results.
| Cost per conversion | $97.83 | $22.79 | Down 77% |
|---|---|---|---|
| Return on ad spend | 155.52% | 741.04% | Up 585 points |
| Conversions in the month | 1 | 6 | 6x |
| Conversion value | $152.15 | $1,010 | 6.6x |
| Daily sales through the Shopify store | $0 | ~$1,000 | From nothing |
What it added up to.
The store went from zero to averaging around a thousand dollars in daily sales, and roughly forty five percent of that is attributed to Google Ads. The rest is the store working as a store, which it was not doing before.
The same work lifted the brand's keyword search visibility by about fifteen percent, which is the kind of side effect you get when the feed, the product pages and the campaigns are built to agree with each other.
In their words, not ours.
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