As usual, brand-heavy account setup that was getting a cold traffic ROAS of well below 150%. Relatively low AOV selling teabags and loose tea as well as many physical locations selling our tea as well and driving up CPCs.
SOLUTION
Implementing many angles to advertise all of our tea categories
Analyzing user behavior via GA4 & HotJar and fine tuning ALL campaigns
Blending PMAX and Shopping in a unique way to maximize cold traffic ROAS (now often > 300%)
RESULTS
Going from Brand only (more or less) to a significant portion of our sales coming from cold traffic
Giving up on Brand volume, yet increasing both revenue and ROAS by more than 10%+
