How we generated Rs. 30.2 lakhs in 22 days spending Rs. 945454 at 3.19 ROAS

Revenue generated - 3021466

Spent - 945454 

ROAS - 3.19

FB - 

Revenue - 2,347,855.37

Spent - 830,758.49

ROAS - 2.83

Google - 

Revenue -  673,611.77

Spent - ₹114,696.58

ROAS - 5.87

What did we do?

Preparation (November)

With the Christmas season around the corner, our team had already started prepping for scaling up beforehand. Scouring through last year's data on ad accounts, creatives, targeting, copies, offers and co-ordinating with clients' creative team to ensure we have enough creatives and insights to start ramping up sales from day 1.

This was all done in the second & third weeks of November, while some test campaigns were also launched during this phase to test creatives, targeting and angles.

During November we also simplified the overall account structure, going from 10 active campaigns to just 5. 

1. Best Performers (All-Time Best-Performing Targetings)

2. MOF (Engagers)

3. BOF (Retargeting)

4. Festive (only dedicated to Christmas)

5. New targetings & new best performers and introduced a new targeting campaign solely for testing of all kinds.

6. Testing (All)

We had started with Christmas campaigns as early as the 22nd of December and started introducing them and diverting more spending to them by the start of December. And as December rolled around, we were ready.

While on Google - 

We had just 3 campaigns active - 

1. PMax

2. Christmas search

3. Branded keywords.

Having a lot of history built up over the last few months, we had a great base to go ahead and launch PMax campaigns, and we introduced a new set for Christmas around last week of November to help boost up the sales.

The whole idea was to go into the month well prepared and then let the AD ACC & ai work its magic.

December -

With the base already there, we kept observing each campaign daily to ensure we are working at full potential optimising daily, launching new creative whenever and wherever necessary.

We started the month off at Rs. 50k daily ad spend roughly and ramped it up to Rs. 75k a day (limited due to logistical issues on the backend), so much so that we had to reduce spend down to 40k by the 15th/16th and 20k by the 18th and eventually stop all ads by the 20th of December, as the client's team could no longer handle more orders coming in. The 2 extra days are just to account for late reportings, which accounted for about Rs. 25-30k in revenue.

Well, Dhairya, You spoke so much about November but not much about December – why?

Because sometimes, it's all about being prepared rather than making things on the go, which is what we did in this case! 

Learnings -