PetFlow
Ad Campaign Optimization Case Study
PetFlow is a leading e-commerce retailer specializing in pet food and supplies. They offer a wide range of products for dogs, cats, and other pets. PetFlow struggled with ineffective ad management and tracking issues with their previous agency. We simplified their campaigns and improved tracking accuracy, which led to a 30% increase in auto-ship numbers. Our efforts resulted in a significant boost in Return on Ad Spend (ROAS), increasing from 3x to 5.25x.
Our Process
Problem
When Petflow first reached out to us, they were dealing with several issues caused by their previous agency. This agency, which charged a typical 20-30% management fee, was causing frustration due to frequent turnover in account managers and a lack of continuity. Petflow had to repeatedly explain its business model to new managers, leading to a loss of valuable knowledge and poor performance. The ad campaigns were overly complex and fragmented. And, they had separate ads for different types and prices of pet food, which led to their ads competing against each other. This fragmentation made their ad spending less effective and harder to manage.
Objective
- Rebalance ad spend towards specific brands
- Improve overall campaign performance
- Enhance reporting accuracy
- Increase Return on Ad Spend (ROAS)
- Streamline advertising efforts for a more efficient strategy
Strategy
To meet PetFlow’s objectives, we implemented a multifaceted strategy:
- Tracking and Technical Optimization: We undertook a comprehensive review of PetFlow’s Google Analytics 4 (GA4), website, and Google Ads setup.
- Campaign Management: We streamlined PetFlow’s campaign structure by introducing modern campaign types, such as Performance Max. This new approach consolidated various ad types into more cohesive and algorithmically optimized campaigns.
- Ad Feed Optimization: We cleaned up PetFlow’s Google Merchant Center and optimized their product feed.
- Focused Keyword Strategy: Instead of competing against themselves with overlapping campaigns, we refocused on key terms like “dog food delivery services” and “cat food delivery service,” which better aligned with their objectives and target audience needs.
- Separation of Brand and Discovery Searches: We separated brand-specific searches from discovery searches to reduce overlap and improve targeting precision.
Results
Our changes led to much better advertising results for Petflow. We saw a big increase in Return on Ad Spend (ROAS) and improved ad efficiency. The optimized strategy also helped build a stronger subscription base, boosting overall profitability.
Accurate Tracking and Reporting
To fix Petflow’s tracking problems, we thoroughly reviewed their Google Analytics 4 (GA4), website, and Google Ads setup. We rebuilt and reconnected conversion events to accurately track user interactions and campaign performance. This involved detailed checks and adjustments to align tracking with reporting needs. Custom reports and dashboards were also set up to improve reporting accuracy, allowing Petflow to monitor key metrics and make better decisions. These changes provided reliable data, greatly enhancing their ability to analyze and optimize marketing efforts.
Optimized Ad Campaigns
Our approach to ads management involved a comprehensive optimization of Petflow’s ad campaigns. We introduced Performance Max campaigns to consolidate and streamline various ad types, which improved overall campaign efficiency. Given the scale of their inventory, this was a time-consuming but critical task to ensure that ads were based on accurate and prioritized product information.
For example, we merged separate ads for different pet food types and price ranges into unified campaigns, reducing internal competition and maximizing reach. Shopping campaigns were utilized to focus on high-priority products and highlight product details effectively. This restructuring led to a more coherent advertising strategy and a significant enhancement in ad performance.
Enhanced ROAS
Our strategic shift from fragmented campaigns to a unified approach improved PetFlow’s lead generation. We focused on high-value keywords such as “dog food delivery services” and “cat food delivery service,” reducing internal ad competition and better aligning with customer search intent. By separating brand-specific searches from discovery searches, we ensured each campaign targeted the right audience. These changes resulted in a 30% increase in auto-ship numbers and boosted Return on Ad Spend (ROAS) from 3x to 5.2x.
