SITUATION
Frames Direct, a subsidiary of Luxottica, is a large, online retailer of name brand and discount eyewear. Their paid search cost/benefit ratio was out of balance, and Eight Oh Two was brought in to review.
THE CHALLENGE
Improve ROAS on a fixed-budget campaign where CPCs were skyrocketing and the bottom line was suffering.
STRATEGY
An outdated Google Ads account structure was forming a significant barrier to future success. Focused on text ads at the expense of Google shopping, overly-segmented campaigns were leading to poor data that obscured opportunities for growth and allowed wasted ad spend to run out of control.
A streamlined account structure organized to provide actionable data and reduce ineffective ad spend. Major restructuring projects were undertaken in both text and shopping campaigns to better position the account for scalable revenue growth and reduced inefficiency.
