Studio BÜKI
Project details
Client: Studio BÜKI
Industry: B2C e-commerce: customizable books for children
Service:
marketing consulting
omnichannel strategy
Google search ads
Performance Max
Facebook ads
LINE ads
Objective:
Saving client’s time and resources, while boosting profitability by efficiently consulting on the marketing strategy and optimizing the advertising channels.
What we achieved
6 months performance boost
Message from BÜKI
“We have been working with Jade Antlers for over a year now and have been absolutely delighted with the results.
They supported us with marketing consulting, advertising strategy development, and helped with ongoing Google search, Performance Max, Facebook ads, and LINE ads management, leading to exceptional business results.
The professional, timely, and data-driven service led us to quickly reach excellent profitability with our ads and allowed us to scale the total ad spends to 6-figure levels, with returns on those spends reaching up to 541%!
Highly recommended for anyone looking for advanced marketing consulting or advertising services.”
~ Fukumi Kazlou, CEO at Studio BÜKI
How we did it
We worked closely with BÜKI to precisely understand their business goals and translate them into a powerful marketing and advertising strategies.
By diving deep into the business intricacies of BÜKI and market specifications, we understood the client’s KPIs and goals for this project.
With clear goals and measurable KPIs in mind, we were able to quickly boost the performance of BÜKI ads and reach profitability.
Through ongoing calls and optimizations, we refined the strategy and enabled scaling the ad budgets to beyond 6-figures and improving the ROI.
Let’s jump into the details!
Performance Max
We decided to use an automated Performance Max Google campaign type which allowed us to tap into the machine-learning capabilities of advertising automation:
the goal of this campaign was finding converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps
it used smart automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more
STEP #1
Our main focus was to ensure the success of this campaign by providing Google with high-quality data. From our experience, building a healthy data DNA for the Performance Max campaign is absolutely critical!
Here are some of our tactics:
leveraging high-quality, segmented customer email lists (broken down by customers who purchased specific products)
using industry-leading tools to research keywords that are often searched by our customers
creating audiences based on Analytics segments, for example, website (or specific product page) visitors
We used all of those tactics to build advanced custom audiences - each one dedicated and customized around a specific BÜKI product.
Step #2
We have matched each of those advanced audience groups with a dedicated asset group (set of custom headlines, descriptions, images, and videos) - to ensure precisely showing relevant ads to users interested in the specific product.
Step #3
We brought it all together by applying some key settings and tactics:
data-driven attribution model (using data to give credit for conversions based on how people engaged with our ads)
defined existing customer lists, and specified additional conversion value from new customers (by determining average customer lifetime value) which allowed us to pinpoint how much higher we should bid for acquiring new customers vs retargeting existing ones
implementing keywords and optimizing product titles for click-through rate in Google Merchant Center
Do NOT ‘set and forget’
While Performance Max is a highly automated type of campaign, a mistake we often see is advertisers setting it up and expecting it to keep performing forever. If you want the best results with Performance Max, forget about the ‘set and forget’ approach.
Here is how we kept boosting this campaign and elevating the business results:
Improving the audience signals
reuploading the customer's lists as they grew in size and quality over time
refining the keyword search audiences by refreshing the keyword selection
testing new interest and in-market audience signals
Kept refreshing and optimizing the creatives in asset groups
Integrated newly launched products into the campaign
Tested different budget and ROAS goal levels
There are many more advanced tactics that we have deployed for BÜKI and other clients. Testing and exploring all of them on your own can be long and frustrating, but we are here to help! Contact us and our certified experts will give you free guidance on how to set up and successfully run the Performance Max campaign.
Google search ads
While Performance Max allowed us to achieve great results, we still wanted to reach users precisely when they search for BÜKI products on Google. We set up an advanced Google search ads structure to target carefully researched and selected keywords:
DSA (Dynamic Search Ads) campaign
We have kicked things off with a DSA campaign that allowed us to use selected pages from the client's website to dynamically target the ads and generate relevant ad copies - all based on the website content.
Not only did this allow us to start generating results quickly, but it also led to the ongoing discovery of great new keywords (through DSA search term analysis) and migrating those keywords into the exact match keyword campaigns.
Exact match keyword campaigns
On top of that, we have used industry-leading tools to discover long-tail keywords with strong purchase intent. Things that we evaluated:
search volume
estimated cost per click
estimated competitiveness
proximity to BÜKI product
strength of purchase intent (how deep into the consideration stage was the user performing the search)
Facebook ads
Targeting
Getting your message in front of the right people is crucial with any type of advertising, but especially with Facebook ads. For this reason, we have leveraged advanced audience targeting options that the platform offers to reach users across the full conversion funnel.
Bottom of the funnel:
retargeting custom audience created by uploading past customer emails and purchase values
Middle of the funnel:
targeting users who have viewed our marketing videos
targeting users that interacted with our ads and social accounts
targeting website visitors and users who visited specific product pages
Top of the funnel:
targeting lookalike audiences created based on website visitors and past customer list
targeting custom audiences based on demographics, location, interests, and behaviors
But we didn’t stop there. Starting with industry best-practice settings and targeting strategies is important, but what drove real success was quickly gathering detailed data from the performance of the ads, analyzing it, and reiterating the next tests and ad strategies. This led to continuous optimization and work toward a better ROAS.
Messaging
Once we dialed in our granular targeting strategy, we guided a client on creating powerful creatives that:
Were relevant and highly matched each specific audience.
Matched a variety of placements and formats across Facebook, Instagram, Messenger, and Audience Network.
Allowed to make the most out of the Facebook ads learning algorithm (we have tested all of the ad types ranging from the image, video, and carousel, as well as dynamic catalog and collection ads).
Leveraged psychological hooks and best practices for boosting click-through rates and conversions.
And, most importantly, we kept testing and optimizing!
LINE ads
LINE is a local communication and social media app with over 83 million monthly active users in Japan (66%+ of the population) and a necessary component of a localized advertising strategy in the Japanese market.
Fortunately, at Jade Antlers we are proficient in an array of local platforms and apps in different markets and have a proven track record of media buying and advertising in various countries around the globe.
Due to poor LINE performance before we took over the BÜKI project, we kicked things off with a comprehensive LINE ad account audit, which led us to develop a full ad account revamp strategy:
Campaign and ad group structure reorganization
Settings, bidding, and budget re-allocation recommendations
Audience creation and targeting optimization, including:
LINE friends (followers) retargeting
interest and in-market audiences
website visitors retargeting
customer list uploads
lookalikes
Copywriting and ad design recommendations
PRO TIP: for your LINE ads make sure to make the text annotated on your ad images big, bold, and ideally with good contrast as many LINE ad placements make the ad appear much smaller than for example Facebook or Instagram so the text can be hard to read!
