How I Would Run Google Ads @HushBlankets
here is my strategy:
here is my strategy:
#1 | The Goal
Hush is already America's #1 Weighted Blanket brand...
so how can we maximize other products/accessories to help create more of an industry moat?
(while taking over market share from other competitors & double-dipping into @SleepCountryCan customers)
Hush is already America's #1 Weighted Blanket brand...
so how can we maximize other products/accessories to help create more of an industry moat?
(while taking over market share from other competitors & double-dipping into @SleepCountryCan customers)
#2 | Analysis
The current competitive landscape has produced 2 leading Weighted Blanket brands
° Hush
° Luxome (heavy paid acquisition)
so how can we continue to control our blanket market share (while holding Luxome away) + create a new market share on new products?
The current competitive landscape has produced 2 leading Weighted Blanket brands
° Hush
° Luxome (heavy paid acquisition)
so how can we continue to control our blanket market share (while holding Luxome away) + create a new market share on new products?
#3 | Vortex Strategy
we have 4 main markets to strategize for:
1. Weighted Blankets
2. Mattresses
3. Bedding
4. Accessories
so let's start from the beginning and optimize for paid ads success
Question to ask ourselves
π which cohort x starting product(s) = highest LTV
we have 4 main markets to strategize for:
1. Weighted Blankets
2. Mattresses
3. Bedding
4. Accessories
so let's start from the beginning and optimize for paid ads success
Question to ask ourselves
π which cohort x starting product(s) = highest LTV
why does this matter?
if we can identify which cohort of customers is the most profitable over an X period...
π we can optimize for THAT instead of short-term channel or campaigns-specific CAC/ROAS targets
what else do we need to keep in mind before our strategy?
if we can identify which cohort of customers is the most profitable over an X period...
π we can optimize for THAT instead of short-term channel or campaigns-specific CAC/ROAS targets
what else do we need to keep in mind before our strategy?
we have massive audiences that are already familiar with the brand
> huge previous customer list
> huge cross-sell opportunity (Sleep Country Canada Customers since co-owners)
now that we have a good idea of this brand and where to take it...
let's strategize:
> huge previous customer list
> huge cross-sell opportunity (Sleep Country Canada Customers since co-owners)
now that we have a good idea of this brand and where to take it...
let's strategize:
The Ads Vortex Model (breakdown)
1. Growth Campaigns
2. Nurture Campaigns
3. Protection & Collection Campaigns
4. Profit Expansion Campaigns
let's use this for our account structure
(the testing phase will be in Q3 before ramping up our winners into the main Q4 season)
1. Growth Campaigns
2. Nurture Campaigns
3. Protection & Collection Campaigns
4. Profit Expansion Campaigns
let's use this for our account structure
(the testing phase will be in Q3 before ramping up our winners into the main Q4 season)
The Ads Vortex Model (in-use)
Growth Campaigns
1. Cold Shopping
> highest yield probably will come from shopping searches
> test both std shopping x feed only PMAX or full PMAX
2. Broad Match Search
> w/ enough 1st party data uploaded, Google might kill with their πΊ of π
Growth Campaigns
1. Cold Shopping
> highest yield probably will come from shopping searches
> test both std shopping x feed only PMAX or full PMAX
2. Broad Match Search
> w/ enough 1st party data uploaded, Google might kill with their πΊ of π
NOTE: for these growth campaigns, you'll want to test them by product collection to keep things simplified
let's do Nurture nextπ
let's do Nurture nextπ
Nurture Campaigns
1. Dynamic Display
> make sure your "ecomm_prodid" is setup properly for both your USA & Canada stores (if different product IDs)
2. Dynamic Discovery
> repurpose main FB ads here
3. YouTube Test
> before we commit to outbound YT, see if warm converts
1. Dynamic Display
> make sure your "ecomm_prodid" is setup properly for both your USA & Canada stores (if different product IDs)
2. Dynamic Discovery
> repurpose main FB ads here
3. YouTube Test
> before we commit to outbound YT, see if warm converts
Protection & Collection Campaigns
1. The Tried & True Brand Search
> make sure to run on manual bidding to not overpay on your Google tax
2. Brand Shopping
note: try runing geo-tests to see lift in CVR from paid brand click vs organic brand click
1. The Tried & True Brand Search
> make sure to run on manual bidding to not overpay on your Google tax
2. Brand Shopping
note: try runing geo-tests to see lift in CVR from paid brand click vs organic brand click
Profit Expansion Campaigns
1. Existing Customers Dynamic Search
> easy way to intro new products to customers when they're searching for diff products (ex: King bed cooling sheets)
2. MVP Customers Discovery
> showcase new product launches/promos to the most valuable customers
1. Existing Customers Dynamic Search
> easy way to intro new products to customers when they're searching for diff products (ex: King bed cooling sheets)
2. MVP Customers Discovery
> showcase new product launches/promos to the most valuable customers
this strategy could be way more complex, but until we're at the $2k-$3k+/day in spend, I want to keep things as simple as possible
if you read this, Aaron or Lior, I hope it gave you some new ideas to test out in Q3 π₯
want another brand breakdown?
if you read this, Aaron or Lior, I hope it gave you some new ideas to test out in Q3 π₯
want another brand breakdown?
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