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Creative Cables is a dynamic Italian company and the world’s largest supplier of fabric cables. With its head office in Torino, Creative Cables’ marketing team were keen to find a UK digital marketing agency capable of providing a one-stop shop for consultancy, pay per click management and search engine optimisation. The main challenge was excessive advertising costs, or unprofitable ROAS, combined with the need for multi-language campaigns – French, Spanish, Flemish, and English.
“We work with Elevate for SEO, PPC and Facebook marketing. From the start, they rose to the challenge without fuss. We’ve had great results so far and it’s proving to be a successful partnership.”
Mindaugas Orlauskas – Creative Cables
Targets set included 1) increasing return on ad spend from Google Ads Search, Display, and Shopping from 3X to 5X, 2) Scaling advertising traffic 3X, maintaining the 5X ROAS, 3) increasing traffic across all channels 3X, using Google Ads, and running Meta retargeting campaigns, combined with organic SEO.
How We Did It
Two major challenges with Google Shopping which, although obscured by the inclusion of brand, have not been overcome with the introduction of PMax campaigns, include, firstly, poor attribution and secondly search not relevant to products.
Our in-house Shopping Campaign builders allow for the rapid construction of individual product category-campaigns.
The builder app allows for the structuring of campaigns to sculpt traffic as accurately as possible to the individual products. Considerable effort is given to negative keywords, to enable this.
This direction of visitors to the correct campaign and product at a much higher frequency improves CTR and conversion considerably.
As this store sells over 10,000 products, the campaigns tend not to be limited by budget. This surfeit if traffic allows for the removal of poor-performing ad groups, and demographic segments. The product category campaigns are then focused on high ROI.
Budget management tools are configured to allocate more to the best-performing campaigns and this flexibility improves overall results further.
To overcome limitations with conversion data a variety of engagement paths is examined to find the best match to purchases. Since it’s possible to get much more engagement conversion data, this is combined with sales conversion data to help AI bid management decision-making. Finally, budgets are varied manually from month to month to assess the impact of these spikes and dips on the marketing efficiency ratio (MER) and total revenue.
Each Shopping campaign has a supporting Display Network remarketing ad.