CLIENT TYPE | Ecommerce

CLIENT INDUSTRY | Reseller of Children’s Brands

CHALLENGE | This brand sells 170,000 product SKUs from 900+ brands they partner with. These brands would go in and out of stock quickly. They needed an automated system to pause media dollars when a brand was low or no longer in stock.

STRATEGY | Elyse partnered with Feedonomics to receive a daily feed of the products currently in stock. She used various Excel formulas to flag which brands were low on stock or removed from the feed, signaling the need to pause search efforts. This also flagged which brands were back on the site to reactivate. She built this document to match the exact format of the campaigns for quick action to pause or re-enable campaigns.

RESULTS | The client was thrilled since they have been asking for a solution like this from other partners. It saved the client 5+ hours per month of manual auditing and improved return on ad spend (RoAS) by only spending media dollars on in-stock products.

CLIENT TYPE | Lead Generation

CLIENT INDUSTRY | Insurance

CHALLENGE | This client was scaling their spend significantly year over year. Due to quickly scaling, the cost per lead (CPL) was also increasing to an unacceptable level. The client needed to be able to scale without driving the high CPL.

STRATEGY | Elyse audited the account and identified that the campaigns were over segmented. The over segmentation was working against the algorithm which was driving up the CPL. Elyse consolidated campaigns according to best practices without loosing any capabilities or insights for the client. She also kept the segmentation that was necessary for the account to perform well.

RESULTS | The campaign consolidation quickly drove a 10% improvement to CPL. This improvement in cost per lead was followed by an increase in budget to continue scaling the campaigns. This client had a record breaking year generating leads for their team.

CLIENT TYPE | Ecommerce

CLIENT INDUSTRY | Personalized Photo Books

CHALLENGE | This client has frequent promotions and last-minute changes to promotions. In a promo-heavy industry, they needed to showcase their promos quickly in their ads to beat out the competition. The challenge was having to update 100s of ads with last-minute promo messaging that could be caught in a long ad review process by ad platforms.

STRATEGY | Elyse taught herself how to create ad customizers for responsive search ads. She used an Excel document to change the promotion messaging within seconds that would apply to the corresponding ad customizers on the 100s of already approved ads. She utilized a script to update the ads at the exact time the promos were going live on the website.

RESULTS | Ad customizers saved 2-3 hours of time manually uploading new ads, which happened multiple times per week during the busy season. This allowed the client to change promotions at the last minute without ads being down for ad review processing. This client had their best busy season in years with both improved RoAS efficiency and higher revenue volume.

CLIENT TYPE | Lead Generation

CLIENT INDUSTRY | College for Vocational Training

CHALLENGE | This client needed monthly projections by school, campus, and campaign tactic which equated to 90 projections. With a lot of unknowns, this client needed a forecasting model that could be quickly adjusted.

STRATEGY | Elyse analyzed the year-over-year and month-over-month performance of each segment, requested forecasted predictions to cost-per-click and click-thru rates from ad platforms, and factored in market demand. She created multipliers based on her analysis to predict changes to efficiency metrics. Using formulas, she applied the multipliers to the projections which automatically created the next year’s forecast.

RESULTS | This client was ecstatic to have such granular projections. He could quickly adjust the multipliers based on new information during executive discussions to forecast different scenarios. This automated forecast model was used for multiple years saving at least 10 hours of projection computing per year.