BACKGROUND

Woods for Cats, an Australian-based company that produces high-quality cat trees and related pet products, approached Adderbree, a digital marketing agency, to help improve its online sales and optimize its advertising efforts. The company had been experiencing low sales and a low return on advertising spend (ROAS).

CHALLENGE

Adderbree's challenge was to develop a digital marketing strategy that would improve Woods for Cats' sales and ROAS.

STRATEGY

Adderbree developed a comprehensive digital marketing strategy to address the company's low sales and ROAS. The strategy included the following:

1. Bottom of the funnel focus: The company focused on its top revenue generating products using a sales campaign in the form of catalog ads. Catalog ads allowed Woods for Cats to promote its products to users who had already expressed an interest in them, increasing the likelihood of a purchase.

2. Top of the funnel focus: The company also continued to run a Page Likes campaign to attract new followers and build brand awareness. This campaign targeted users who may be interested in the company's products but had not yet interacted with the brand.

3. Budget allocation: Instead of allocating a set daily budget, the company invested a monthly budget into the best-performing campaigns. This allowed for greater flexibility in terms of spending and optimized results.

4. Facebook platform: Despite the potentially higher cost per lead (CPL), the company continued to run ads on the Facebook platform. Facebook offers a large and engaged audience, making it an attractive platform for advertisers.

5. New audience suggestions: The company targeted new audiences using a combination of Lookalike (LAL) audiences and interest targeting. LAL audiences were created based on existing customers or website visitors and helped to reach users who were similar to those who had already interacted with the brand.

6. Additional channel support: To maintain a healthy turnover, the company explored additional channels for advertising. Specifically, the company used Google Ads to target competitor URLs via banner ads. This strategy helped to attract users who were already interested in similar products and may have been more likely to convert.

RESULTS

The implementation of Adderbree's digital marketing strategy resulted in significant improvements in Woods for Cats' sales and ROAS. The company's sales increased by 84% in the first quarter after the strategy was implemented, and its ROAS increased from 134% to 302%. The strategy was successful in targeting high-revenue products, investing in top-performing campaigns, and exploring new audience targeting strategies. Additionally, the strategy diversified advertising channels to maintain a healthy turnover and attract new customers.

CONCLUSION

Adderbree's digital marketing strategy helped Woods for Cats to improve its sales and ROAS by targeting high-revenue products, investing in top-performing campaigns, and exploring new audience targeting strategies. The strategy was successful in addressing the company's challenges and diversifying its advertising channels. The results of the strategy demonstrated the importance of carefully evaluating each factor that can impact sales and making adjustments as necessary to improve sales performance.