Driving e-commerce category growth for Australia’s largest online tech retailer
PAID MEDIA STRATEGY
FEED SETUP AND OPTIMISATION
GOOGLE ADS MANAGEMENT
TESTING ROADMAP
Mwave is Australia's leading online computer and accessories store. To become more competitive, they had to urgently improve their ROAS.
Challenge
Mwave has a large inventory, including computers, gaming PCs and workstations, that gets updated regularly.
Sizeable monthly ROAS fluctuations and increasing competition in a post-Covid era became a significant challenge, especially given the importance of SEM campaigns in their acquisition strategy.
Our Solution
We took over the account in August 2022 and restructured the Product Feed to increase quality and competitiveness in the auction.
Search and PMAX campaigns were revamped to enhance relevance, while multiple best practice tests were run simultaneously to achieve long-term efficiencies.
We implemented a new hybrid process that considers competition signals, promotions and real-time trends to deliver higher ROAS with lower spend.
Strategic
Paid Media Strategy
Deliverables
Feed Setup and Optimisation
Google Ads Management
Testing Roadmap
Platforms
- Web
- iOS
- Android
Paid Media Strategy
Marketing Strategy
Data & Intelligence
The Result
We drove costs down by 12% and increased ROAS by 23% within four months
Our solutions sparked a dramatic turnaround for Mwave, with a sharp increase in revenue, CTR and ROAS, while ad spend decreased dramatically.
The first phase of the product feed restructure and implementation of initial core optimisations saw the CTR in Shopping campaigns increased by 33% and at least 16 ROAS in four consecutive months (vs. three non-consecutive months in the previous period.)
In the second phase of optimisation, shopping results with promotional annotations grew exponentially (62%) and CTR was up by 33%.
“We were looking for a marketing agency we could trust to join our marketing team to help with strategic recommendations and execution on SEO and Paid Media. Orange Line is a brilliant agency that has delivered great work, expertise, seamless communication and commitment to results that has made all the difference. As Head of Marketing, I highly recommend Orange Line for any business considering having a real agency within their in-house marketing team.”
– Andrew Wang, Head of Marketing, Mwave
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