7.5x ROAS in 3 Months
on New Business FOR DELL
7.5x ROAS in 3 Months on New Business FOR DELL
Dell is one of the largest hardware providers on the planet, with a far reach on the ECOMM side of things. But one of the biggest issues they faced was scaling and building more profit on the SEM side of the business in one of their existing markets.
We achieved this in 3 months of slow, methodical planning and execution that didn’t rely on small numbers to show “big” wins, our goal was the absolutely scale up monthly budgets by roughly 25% while still keeping a positive ROAS.
Growth Objectives
Because of their wide-reaching appeal and name recognition, legacy brands tend to rest of their laurels and some things fall through the cracks. Growth marketing and all its relevant platforms are constantly changing and growing. This is where we come in and gave all verticals a full audit and got to our action plan.
1
Complete Rebuild
Due to the ever-changing nature of the platforms, we were going to have to tear everything down and
2
Scale Up Spend on New Budgets
The brand recently got an infusion of extra budget to aid in overall growth efforts, the goal was to spend it wisely and now just scale up for the sake of scaling up
3
Increase ROAS
Getting ROAS up while we scale was one thing, but it was paramount we also bring up the ROAS with the new build.
4
Drive New Users
A “nice to have” was to drive newer B2C users to the Dell ecosystem to driver newer bodies into its internal funnels as well as not to rely too much on the B2B customer base.
Growth Strategy
The focus was solely on a single SEM channel, the spearpoint to drive more efficient revenue to justify bigger overall budgets elsewhere.The focus was solely on a single SEM channel, the spearpoint to drive more efficient revenue to justify bigger overall budgets elsewhere.
1
Carefully Rebuilding
So as to not impact the rest of the business, we had to make sure the rebuild was methodical and were done in a single-step. Ripping off a band aid is only painful for a second, and lowering that downtime was important.
2
Gauging Initial Impact
This is where we shine, taking a look at performance across multiple years, taking into account seasonality, every meaningful KPI, and more to make sure our resulting performance numbers were worth scaling up.
3
Scaling Up + Staying Green
When we were ready, we scaled up our spends in relevant products and markets for all channels, making sure to keep a healthy ROAS and bringing that up even further.
4
Expanding Beyond
While the results of months of work was evident, we were still looking to solve Dell’s “nice to have” which was driving more B2C users that were new to their ecosystem.
This was achieved by pushing more B2C intent keywords/builds/offers, and advising other channels to match our tempo as we moved further and further up-funnel.
RESULTS AND IMPACT
In roughly 3 months, we were not only able to drive their ROAS up while scaling up the media spend in Google Ads, we were also able to train up their internal teams to allow them to better understand the channel. With this meetings got smoother, and there was more transparency between both teams.
1
Scaling Up Spend
Per month we were able to drive up spend on Google Ads in the mid-high 5-digit figures profitably in a saturated, highly competitive market.
2
Revenue Growth
A complete audit and re-build of most of their SEM builds allowed us to achieve a ROAS of 7.5x in 3 months while scaling up spends.
3
Customer Acquisition
We recorded more new users coming through the gates and buying into the D2C ecosystem rather than spending elsewhere, which allows for more meaningful brand connections with users for the long term.
