Accelerating Growth: How Howards Storage World Mastered Strategic Paid Media Optimisation
Great digital agency. We couldn’t be happier with the first-class service and results. I highly recommend Ardent.
Media efficiency increased year-on-year
%
Return on AD Spend increased by
%
Cost per transaction decreased by
%
The Business
Howards Storage World (HSW) is a leading provider of innovative home organisation solutions, known for its dedication to quality and customer satisfaction.
Partnering with us to enhance their online presence and drive revenue growth, HSW aimed to optimise their paid media strategy amidst evolving market dynamics.
The Challenge
HSW faced the task of refining their paid media strategy to effectively reach and engage with their target audience in a competitive market environment.
Economic pressures emphasising essential items posed a backdrop of consumer spending constraints, highlighting the need for strategic marketing initiatives that emphasise the value and utility of home organisation solutions.
Our Process
As ongoing partners with Howards Storage World (HSW), we undertook a comprehensive optimization of their paid media strategy aimed at navigating evolving market dynamics and maximizing advertising efficiency. In the realm of paid search, we restructured HSW’s paid search strategy to significantly enhance online Return on Ad Spend (ROAS) while refining investment strategies for optimal effectiveness.
Key initiatives included prioritising top-performing products within product feeds and segmenting campaigns based on brand themes. By reallocating budget from less effective campaigns to those yielding higher returns, we effectively optimised ad spend and improved overall performance.
On paid social, our focus was on refining audience targeting to effectively engage HSW’s core demographic of females aged 24-65. This strategic approach resulted in improved Return on Ad Spend (ROAS) and increased engagement metrics, achieved through efficient budget management and enhanced content strategies tailored for HSW.
The Impact
By strategically refining our strategies across paid media with data-driven insights, we successfully maintained HSW’s FY24 online revenue despite a reduction in media investment. The overall ROAS increased by 48% YoY, achieving an impressive 11.4 across all funnel stages for paid media campaigns.
These results demonstrate the effectiveness of targeted optimisations and strategic resource allocation in achieving sustained revenue growth and higher efficiency amidst economic pressures and competitive challenges.