One of the first steps Everkind Digital took was campaign consolidation. The account previously had multiple Performance Max (PMax) campaigns, overlapping search campaigns, and other formats such as Demand Gen. By streamlining the structure, Everkind Digital focused on running only campaigns that performed above a defined ROAS target set by Purity Woods.
Particular attention was given to consolidating the PMax campaigns. This allowed for broader audience targeting by promoting various products to a single audience segment, letting users self-select based on interest rather than forcing product-specific campaigns. PMax campaigns were expanded through the development of user profiles and use of affinity groups and search themes. Dedicated asset groups were also built for key seasonal moments such as Valentine’s Day and Mother’s Day.
Additionally, all campaigns were shifted to use the 'purchase' conversion goal, including those previously optimized for blog traffic, to align efforts with the overarching revenue objective.
Everkind Digital also set up experiments within the brand search campaign to compare bidding strategies. Testing between target impression share and target ROAS revealed that aiming for impression share not only secured top positions against competitor bids but also resulted in a fourfold increase in ROAS.
To improve visibility in shopping placements, a dedicated PMax campaign pushing the product feed was tested alongside a traditional shopping campaign. The traditional setup had limited delivery due to search constraints, and the additional PMax campaign ensured broader and more consistent coverage.
On the creative side, Everkind Digital developed assets in the formats and ratios recommended by Google, including video. These updates contributed to stronger performance in both the PMax and Demand Gen campaigns.
The combination of these actions led to a 13 percent increase in ROAS, driven by a 12 percent improvement in conversion rate as Everkind Digital was able to more effectively target high-intent users.
Beyond performance improvements, Purity Woods also benefited from having a single agency partner managing both paid social and paid search. This created a more streamlined communication process and ensured a consistent brand image across all channels.