/ Objectives

Circus PPC began working with Roman in August 2022, with the brand having previously struggled to manage their own Search activity in-house.

The business wanted to grow the ‘generic’ side of the business to assist with customer acquisition and improve brand awareness, as the brand loyalty was already really strong. The aim was to see a 3-4X ROI across generic or non-brand activity.

/ Implementation

When we took over the account, we built out activity based on business priorities, which included focusing on top performing categories such as ‘dresses.’ These categories didn’t initially have ads live targeting relevant search queries, so we launched new campaigns for every category.

Continuing to identify where we could make improvements, we conducted tests around ad copy and broad match – which had previously performed well across clothing categories and allowed us to deliver more volume and growth in the area. This was followed by continuous optimisation and testing around campaign structure, keywords and broad match.

/ Success

As we scaled newly launched campaigns focused on high-performing categories such as ‘dresses,’ we improved profitability, driving impressive results for the brand, where they saw YOY growth including:

+875% sales increase
+897% revenue increase
+33% ROI increase
+137% CVR increase

Despite focusing on generic, non-brand activity – the more we succeed in growing these areas, the more people we have searching for Roman at lower funnel, meaning that increases in generic will simultaneously help drive branded performance.

On the back of success achieved working with Roman, they asked us to partner with them to work towards huge growth plans, which this year includes launching new brands and using the wealth and data of Roman’s success to inform and grow these brands from the ground up.