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Averlo
Case Study
3.57 ROAS
from 1.45 ROAS in 7 days of working together
257%
Revenue Growth in 30 days
55.%
Decrease in CAC
Ad Platforms Used:
About The Brand
Averlo, established by Nicholas Monhem in 2019, has quickly risen as a premier destination for authentic designer brands and streetwear in Australia. Offering a curated selection from the world's most prestigious fashion houses, including Christian Dior, Givenchy, Valentino, and Kenzo, Averlo prides itself on sourcing 100% authentic pieces directly from reputable suppliers across Europe and the UK. As one of Australia's burgeoning online luxury retailers, Averlo aims to expand its reach while maintaining the intimate and personal experience of luxury shopping. This ambition is driven by a dedication to bring the most sought-after and limited fashion pieces to Australia, enhancing the wardrobe of discerning customers across the country.We met Nick in 2023 after his bad experience with the previous agency, The business was running at break-even eventhough ad spend kept increasing.In Just 30 months, we increased Averlo ROAS from 1.45 to 3.57 with the combined strategy of Paid Search & Social. We grew by averagely 25% MoM over the period of 6 months
Video Ad Creatives
Static Ad Creatives
Website Conversion Rate Optimisation
While we got extremely cheap traffic at $0.5/click to the site, the website failed to convert the customers at only 0.7% Conversion Rate.
Especially for the luxury fashion category, building trust is extremely important when customers make decision
Before we started, we implemented site session tracked
- session recording
- website heat map
- customer journey on the website before checkout
Using the data, we optimised the website that focused on clean, user-friendly design elements that emphasized ease of navigation, quick load times, and clear, actionable calls-to-action (CTAs).
We also ensured that all landing pages offered an optimal viewing experience on mobile devices, catering to the increasing trend of mobile web browsing.
Strategically placed CTAs, special offers, and product benefits throughout the landing pages to guide visitors towards making a purchase or taking a desired action.
Conducted regular A/B tests on various elements of the landing pages, including headlines, graphics, and CTAs, to continually refine and improve performance.
Out conversion rate improved by 392% to 2.75%, led to a significant improve on revenue
Creative Iteration for Scaling on Meta
We devised a rapid creative iteration strategy to identify and enhance the most effective creative concepts on Meta.
Initially, we recognized the lack of creative testing within the previous team's approach, primarily focused on catalog ads. To address this, we established a systematic testing framework that included various elements such as thumb-stopping hooks, diverse creative formats (static, video, slideshows, animation), different offers, and user-generated content (UGC).
Our methodology involved starting with static ads to test different angles, then moving on to video creatives for the successful angles, followed by testing multiple hooks, content variations to minimize video view drop-offs, and different offers.
The process culminated in testing the final video ad creatives across different ad copies and headlines on Meta Ads.
Key Learning: Fashion is one of the niche that it doesn't matter if your ad look like an 'ad'. Additionally, product testing is more important than creative testing, as no matter how good your creative, if the product doesn't appeal to the customers, they won't buy. Visual is also more important than copy from our datapoints
Google Account Restructure
We audited the account from our 12-steps process and discovered a few low hanging fruits with the inefficiency of the existing campaign setup
Optimise Google Merchant Centre:
- Adding winning keywords from organic & paid search keyword to product title & description
- Setup promotional add-on
- Adding product rating to Google Shopping results
- Improve product approval ratio from 45% to 95% - instantly improved performance
Ad account restructuring:
- Consolidate 6 campaigns into 3 - PMax, Search - Fashion Brand Names & Search - Averlo Branded
- Reduced Search - Brand budget from 90% to 10% of total budget
- PMax - consolidated differerent Fashion Brand Names into groups based on their margin % - for more control and allowed us to scale the most profitable products separately
- Adding winning creatives from Paid Social to drive more conversions and higher CTR through Display & Video placements.
The highest impact changes that resulted from the Google restructure were an improve from 1.2 ROAS to 5.75 ROAS
Key Learnings: Account simplification was the key to scaling Google. For the ecommerce category, Shopping/PMAX campaigns take up to 70% of total Google spend. However, the performance of Shopping depends entirely on the data from the product catalogs uploaded onto Merchant Centre - Google read datas from product titles, descriptions, etc... to match keyword terms from searchers.
Our Services
1. Paid Social
Scaling your business with FB, IG, Snapchat & Tiktok Ads
2. Paid Search
Get in front of the ready-to-buy customers on Bing & Google Search platform.
3.Ecommerce Development
Supercharge your website conversion rate. Make the most out of marketing dollars
4. Performance Ad Creative
Powerful consumer psychology driven ad creative to turn mere strangers into hot buyers
5. Email & SMS
Maximise your customer lifetime value with Email Automation & SMS
6. UGC Content
User Generated Content is the #1 performing creative across different industries in 2022
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