How we grew ROAS by over +108% YoY (from 1.3x to 2.7x) and expanded into YouTube for this furniture brand

After working with well over a hundred e-commerce brands at different stages of business growth - our process got gradually more refined. We called it CyberEngine™. The first pillar consists of neurotically detailed research and strategy development. Since our whole team is exceptionally trained in data science, we can effectively gather, compile and analyze thousands of data points. Our team members use both conventional sources (analytics, reports, historical performance) and more refined ways (big data research tools, our internal benchmarks, etc). The furniture e-com industry is quite specific due to the products having higher prices and clients wanting to physically see the pieces before the purchase. It required us to spend some additional time on research.

Setting smart and motivating marketing goals was very important. After discussion with a client, we decided that our main short-term goal was to improve and stabilize ROAS (to be more specific - 30-day LTV) at the current ad budget. After the initial improvement, we would aim at gradually scaling the ad budget and expanding our video campaigns into YouTube. We had a whole list of smaller goals - but, to keep this case study short and sweet, let’s keep moving. 

As for the marketing strategy, the first thing we had to improve was brand positioning. After long research, we realized that many people regret buying mass-produced pieces of furniture. Why? Because they want something unique, something that will astonish their neighbors and look good in the photo (yes, you heard it right). How do you feel when you see someone wearing the same shirt as you? Exactly. But people still choose big furniture retailers because of one thing. Free, often same-day shipping. Buying experience is on a different level. If you want to succeed in this market as an aspiring furniture brand, you need to provide an unmatched buying experience.

And that is exactly why our client experienced initial success. Unique, high-quality pieces and free, same-day shipping. People loved it. But somehow it was forgotten and diluted among dozens of other selling points across advertising channels. We had to revive this crucial idea and build a congruent messaging around it. After lots of hard work with our client, we prepared over 60 creative variations (both images and videos). 

The leaky tracking system was the next big hurdle. Even though iOS 14.5 has negatively impacted tracking off-Meta data, it is still of utmost importance to use a proper Meta-native set-up. Moreover, using an external tracking tool is certainly advised. Sadly, our predecessor hadn’t  installed the pixel on every page. Google tracking was completely missing (…). After fixing both Meta and Google tracking, we have set up an invaluable external tracking system - Triple Whale. Currently, we use it with most of our clients. It provides us with hundreds of important metrics and the ability to share them seamlessly with our clients. 

At this point, we could design and launch our campaigns across Meta, Google and YouTube. We used our battle-tested Meta ad account structure - a balanced mix of budget optimizations, bidding strategies, ad set architecture and creatives. After neurotic keyword research and feed optimization, we deployed a mix of Google Shopping and Search campaigns to repair any leaks in the bottom of the funnel and increase the overall ROAS. YouTube is a very interesting advertising channel where you can build brand awareness at scale and educate your target customers. Since our client already had multiple well-produced creatives, we used them as the initial content for ad testing.