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Napkyn launches PMax and GA4 audience activation for speciality retailer to combat lower demand and drive a 17% increase in overall revenue

Specialty item retailer

Challenge

Despite lower anticipated demand in the post-holiday season, the client set out to generate revenue and a strong return on ad spend. An opportunity existed to expand the breadth of paid digital efforts outside of traditional Google search and shopping to drive revenue.

Despite lower anticipated demand in the post-holiday season, the client set out to generate revenue and a strong return on ad spend. An opportunity existed to expand the breadth of paid digital efforts outside of traditional Google search and shopping to drive revenue.

Solution

The Napkyn team launched Performance Max (PMax) to take advantage of untapped Google O&O inventory across various formats, powered by Google's Al and machine learning algorithms. Critical campaign components included the following:

  • Flight: +3 weeks test period (1) to allow sufficient time for algorithmic learning (2) to avoid pausing due to unexpected initial performance.

  • Audience Signals: assets relied on 1P data, created and pushed from Google Analytics (i.e. site visitors, complemented by in-market audience signals.

  • Bid Strategy: Max conversion value without target ROAS to maximize data capture and expedite learning.

  • Creative: pre-existing assets including brand search copy, images from shopping feed, and video to fast Track activation.

The Napkyn team launched Performance Max (PMax) to take advantage of untapped Google O&O inventory across various formats, powered by Google's Al and machine learning algorithms. Critical campaign components included the following:

  • Flight: +3 weeks test period (1) to allow sufficient time for algorithmic learning (2) to avoid pausing due to unexpected initial performance.

  • Audience Signals: assets relied on 1P data, created and pushed from Google Analytics (i.e. site visitors, complemented by in-market audience signals.

  • Bid Strategy: Max conversion value without target ROAS to maximize data capture and expedite learning.

  • Creative: pre-existing assets including brand search copy, images from shopping feed, and video to fast Track activation.

Results

  • PMax showed continual improvement, capturing additional revenue to achieve the program's ROAS goal. Results proved PMax can be a viable expansion area for the brand.

  • Greater Volume: +17 revenue with +35% investment

  • Better Efficacy: +4% in CVR

  • PMax Trended Performance: +204 ROAS, -12% CPC (Week 5 vs. Week 1)

  • PMax showed continual improvement, capturing additional revenue to achieve the program's ROAS goal. Results proved PMax can be a viable expansion area for the brand.

  • Greater Volume: +17 revenue with +35% investment

  • Better Efficacy: +4% in CVR

  • PMax Trended Performance: +204 ROAS, -12% CPC (Week 5 vs. Week 1)

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