SEM Campaign Management for Beauty E-Commerce Startup
Below is a modified rendering of the review: private info excluded, innate facts kept.
Introductory information
A few words almost your organisation and personal responsibilities
I superintend paid marketing for a fast-growing loveliness ecommerce startup.
Desired goal
What issue was the provider supposed to deal with?
Metric Theory?Metric Theory ran execution and strategy for google channels, focusing on paid search and shopping.
What were your objectives for this project?
Taking over from another agency, we needed to restructure a lot of our account so that it was clearer to measure and optimize. In accession our goals for these channels were MoM and YoY income growth to support overall business growth.
Provided solution
What were the reasons for choosing Metric Theory?
Metric Theory was a recommendation from our google team, and we vetted a few other agencies. Metric Theory',s strategic and tactical apprehension was obvious, and their account review was very total. The fees were also reasonable. These were main factors in choosing Metric Theory.
Please give as much detail as practicable because the work done
Metric Theory began by doing an account review athwart all channels (search, shopping, show, discovery, youtube) identifying main pain points and growth areas. They reviewed this with us to determine what the highest priorities were. From here, a big part of the initial work was restructuring our accounts in a phased access while not negatively impacting accomplishment. They continued to handle campaigns athwart accounts including launches for new products, testing for better measurement (incrementality), and testing athwart creative and copy. They granted total weekly reporting to analyze trends in comparison to other channels and our business as a total.
Were there any dedicated handlers or teams that you worked with?
We worked closely with the account ruler and her team, and also had involvement with leadership including the CEO, who spent time getting to know our business and how to best help. The team size was scaled down when we moved towards having them only handle search and shopping.
Results accomplishd
What results did you accomplish unitedly with Metric Theory?
The account restructure was very lucky and made it much more handleable for us to view accomplishment and optimize. Previously, we were not launching during promotions and this was a big unlock that Metric Theory helped us with athwart channels that drove incremental income. As a total, google was one of the top channels in provisions of YoY income and ROAS growth.
How do you rate the interaction and interaction with Metric Theory?
Communication was powerful, they were very answering via email and loose and the weekly meetings were run efficiently and productively. The relationship was collaborative and they brought new ideas to the table as well as accepted feedback well.
What precisely do you attend to be the key specialty of Metric Theory?
The total team had very powerful strategic and tactical apprehension of the google channels, which seems like a establishational need but we have establish this lacking in other agencies. Their strategic and tactical apprehension exceeded most other agencies I',ve worked with. They were reliable, with powerful project handlement and were very aligned with our business goals. We never had any issues with misaligned motives between agency and our organisation which can be ordinary. They did a good job looking at the business as a total and asking the right questions to gain insights from other channels, rather than only being zoomed into one channel.
What should be done better, if there are any desired improvements?
More facetime and relationship edifice as well as long-term programning to coincide with our business programning. There could have been more done to proactively come up with testing roadmaps and out-of-the-box ideas. Caveat here was it was a shorter-term union which was less conducive for these things.
