The Sill - Hawke Media
Case study

The Sill

The Sill is making the world a greener place, one indoor plant at a time. This thriving plant delivery startup sends photosynthesizing friends to your door at consumer-friendly prices.

Google Adwords
Facebook Advertising

The Sill is making the world a greener place, one indoor plant at a time. This thriving plant delivery startup sends photosynthesizing friends to your door at consumer-friendly prices.

Challenge

The Sill came to Hawke hoping to plant the seeds for aggressive revenue growth with search and social ads.

Approach

  • Maximized-clicks-bidding for non-branded search campaigns
  • Tiered Google Shopping campaigns
  • Split male and female Facebook targeting
  • Split retargeting campaigns based on analytics

Google Adwords

With strict CPA targets, scaling efficiently can be a challenge. However, Hawke’s search experts achieved incredible results by boosting non-branded campaigns using a maximized-clicks-bidding strategy, placing very low bids to decrease the required conversion rate needed to meet CPA goals, while organizing Google Shopping campaigns into tiers to maximize conversion efficiency by altering bids separately. With our help, The Sill’s ROAS blossomed from a wilting -23% to 403% (year-over-year for the same period), while decreasing CPAs by 38% despite scaling spend more than 10x. While the client’s overall sales grew 8.3x, AdWords revenue grew from 4.4% of total revenue to 31.3%. As for engagement, CTR improved from 0.94% to 2.51%, and impressions grew 6.6x.

Facebook Advertising

Meanwhile, our Facebook team launched new audiences, splitting male and female targeting to tailor different copy and creative, while also splitting retargeting campaigns based on insights gleaned from analytics. Once our strategies took root, our social ads earned 274% ROAS (compared to 158% over the same prior year period), decreasing CPAs 41% despite increasing spend 18x. Facebook grew from 4.6% of overall revenue to 23.6%.
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