Dormify® is an online retailer based out of New York, New York that sells chic décor and home furnishings designed for dorm rooms and apartments.
Challenge: For the past two years, Dormify’s Shopping campaigns experienced a negative return on ad spend (ROAS) at a below-target Cost Per Acquisition (CPA).
Goal: Anvil was tasked with making Dormify’s Shopping campaigns profitable while lowering the cost of customer acquisition.
Strategy:
Anvil audited the existing Shopping campaigns and made note of their top performing and/or high-margin items in order to inform granular bid adjustments. Dynamic feed rules were applied to segment products and bids by Item Price, Sale Status, and Bestselling. Additional bid adjustments were applied on a product level to improve impression share on top-converting items and decrease wasted spend on poor performers. Additionally, negative keywords were utilized to reduce mis-matched product impressions and click-throughs.
Results:
Compared to the previous month, Anvil’s efforts in April resulted in a:
- 64.97% decrease in CPA
- 116.36% increase in Conversion Rate
- 413.78% increase in Revenue
- 877.79% increase in ROAS
These improvements made April the top performing month for a Shopping campaign in account history. Most incredibly, these results were achieved with a nearly half the previous month’s ad spend (47.46% less than March).