Case Study
A Premium Apple iPhone case dubbed the strongest most dependable case on the market.
Our Role and Process
Dropguys approached us in 2021 to help them scale there brand using Google Ads. There had been some campaigns launched earlier in the year with little to no success.
Anyone who has shopped for a phone case understands the sheer volume of options available globally. Competition is fierce, and with some highly established players in the game, this was a David vs. Goliath story.
It was clear from the beginning that despite it’s new kid status within the industry Dropguys offered a product with a very solid benefit vs. the competition (literally): Military grade protection + a protection guarantee. For a product as valuable as the iphone it’s kind of a no brainer.
So how did we win? Following on from an audit we identified key areas for growth, primarily: Shopping Feed Optimization, Omnichannel Aquisition, and Customer Data Optimization.
Google’s Performance Max was also just launching too so we had to make adjustments to existing campaigns to ensure we maximized performance during this transition.
The key was identifying our hero products, typically the latest iPhone cases, however segmentation of specific models was important e.g. pro vs. pro max, as the potential for wasted ad spend was high if products were grouped only by model e.g. iPhone 13 or 14.
Beyond Google Ads we launched both Microsoft and Amazon Ads with strong performance at different times of the year. The key to success was ensuring that the right types of campaigns were launched for seasonal periods of the year. So we had the budget to capitalize when the market was ready.
Google’s reliance on having high quality customer data for Smart bidding and Performance Max was a big part of the strategy. We used Zapier to automate customer match lists automatically. While also utilizing Getelevar to ensure only the highest quality conversion data was captured. But what really set us apart in terms of customer data was:
- Recency: We only used customer data from the past 12 months. Ensuring that Google knew exactly who and when to serve our ads
- Tracking: GetElevar enabled server-side tracking that captured almost every conversion. Gaining an additional 20% in captured revenue data
- Audience Signals: We didn’t overcomplicate our targeting for Performance Max, ensuring we reached the right customers at the right time
The result: The numbers speak for themselves, we were able to scale the account very significantly in a relatively short period of time, and were on pace to increase revenue 50% YoY from 2022-23. While maintaining the clients ROAS goal of 3x, throughout our tenure. Landing some serious blows to the competition.
