Chair King Backyard Store

Name: Nexirise
Address: 5900 Balcones Drive STE 500, Austin, TX, Austin, TX, 78731, US
Telephone: 832-557-7281

This outdoor furniture retailer and e-commerce brand came to us with a particular problem. They were a seasonal brand that faced the issue of declining sales during the colder months. Let’s dive in and see how we exploded their sales from 6 a ROAS to a 13 ROAS!

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Client Industry

Retail, Ecommerce

Budget

$30k p/month (Q4)

Goals

Increase Conversion Value and ROAS

Results

Increased YoY ROAS from 6 to 13 and increased conversion value by nearly $70k!

Our Approach – Paid Search

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Google Ads Audit: We reviewed all Campaigns including PMAX and Search campaigns. From this audit, we found multiple ad groups and zombie keywords that were infested throughout the account and immediately paused them to prioritize ad spending towards high-performing keywords as well as segment them into their search/ Standard Shopping campaigns.
Killed Poor Performers: All campaigns and/or ad groups that performed poorly. These poor performers included ad groups at a high CPA, low CvR [Conversion Rate] with high spending, etc.
Data, data, data: Google is a machine learning algorithm and feeds off of the data you provide it. We worked with the team to garner additional data from previous customers and uploaded it into a new Customer Match List with an 85% match rate. This effectively increased campaign performance and delivery.
Changing the Scope: Due to their seasonality, we shifted their PMAX shopping catalog to emphasize accessories and winter-related items to increase conversions as consumers weaned away from outdoor items.

Our Results

Once we completed our audit, fixed some bugs in the conversion tracking, and doubled down on high performers, we began to see improved performance in conversions and conversion value. Although we decreased the total number of clicks, this came out as a positive as we only kept the serious buyers and high-intent consumers.

Throughout this entire process, we kept constant contact with our point of contact about every change we made to not negatively impact the bottom line of the business. This brand faced an all too common issue of a lack of communication from their agencies; they did not care about the success of the business as a whole but rather the success of the company simply through the lens of their Google Ads performance.

Our goal is to prevent this. We understand that Google Ads is, simply put, a driver and demand capture tool for your sales. At the end of the day, you want to see how you can grow your sales at the most efficient rate while also maintaining and improving the efforts that your business does as a whole.