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How oomph Grew Non-Branded PPC Revenue 223% and Nearly Doubled ROAS
CAKE Commerce rebuilt oomph’s paid media mix around non-branded discovery, turning a brand that relied on its own name into one that reaches new customers and brings them back to buy.
Results at a Glance
The Brand
Founded on the basis that the slightest amount of color makes a difference in every room, oomph designs and manufactures custom furniture and accessories for the home. From accent tables to lighting, their products feature a chic aesthetic suitable for those with high-end décor taste. Best of all, their products are Made in America to increase local revenues and create jobs.
The Challenge
The partnership between oomph and CAKE began as a need to improve stagnating marketing and create brand awareness. oomph was making great strides in building an online presence, but needed a team with a multi-faceted approach to develop a marketing mix that worked toward optimal sales growth.
The numbers showed where the work was. Only 3% of oomph’s paid media revenue came from non-branded efforts. Nearly everything paid was capturing people who already knew the brand, and very little was introducing oomph to anyone new.
The goal was not to spend more on the oomph name. It was to build brand recognition with shoppers who had never heard it.
What CAKE Changed
CAKE mixed a Paid Media and PPC strategy built to drive non-branded traffic and grow brand awareness, rather than keep bidding on a name shoppers already knew.
Launched Non-Branded Paid Search
CAKE built and launched non-branded paid search ads and revamped oomph’s Shopping campaigns so the brand appeared for the furniture and décor searches its customers were actually making, not just for its own name.
Added Paid Social and Remarketing
A new paid social campaign introduced oomph to fresh audiences, and remarketing campaigns led those new visitors down the funnel toward a purchase instead of letting a first visit be the last.
Measured Brand Awareness, Not Just Last Click
Because the primary goal was non-branded traffic and awareness, CAKE tracked assisted conversions to see how effectively awareness tactics were bringing users back to buy, and optimized against that rather than last-click alone.
The Results
Once the optimized non-branded efforts were in place, oomph’s non-branded paid revenue scaled 223% and non-branded ROAS rose 97%, from 1.33 to 2.62. Non-branded transactions grew 233%, and non-branded share of paid media revenue moved from 3% to 8%.
Growing brand awareness also paid off downstream. Paid efforts began bringing incremental revenue from users coming back to purchase, showing up as a 31% increase in assisted conversions and a 20% increase in assisted revenue.
As a result, oomph reduced its branded budget while increasing revenue. Lower spend on branded terms also freed up roughly $60K in organic revenue that no longer had to be bought back through paid clicks. Since starting with CAKE in January 2019, oomph has seen a 10% increase in overall revenue.
Why It Worked
Branded search looks efficient until you realize it is mostly paying to reach people who were already on their way to you.
By shifting budget toward non-branded search, Shopping, paid social, and remarketing, CAKE put oomph in front of shoppers at the moment they were deciding what to buy, not just who to buy it from. Tracking assisted conversions made the value of that awareness visible instead of invisible.
Growth comes from the customers who haven’t searched for you yet.
Services Provided
Is Your Paid Media Only Reaching People Who Already Know You?
If most of your paid revenue comes from branded search, growth is capped at your current awareness. See where non-branded demand is going unclaimed.
