WAWAK + Adlantica

Google Ads / Meta Ads / Bing Ads

performance results

Return on Ad Spend

%

Lower Cost Per Click

%

Higher Conversion Rate

performance results

Return on Ad Spend

%

Lower Cost Per Click

%

Higher Conversion Rate

SUMMARY

WAWAK Sewing Supplies is America’s oldest sewing store, serving sewing enthusiasts and enterprise clients like Macy’s and Nordstrom. Their growth from paid advertising had stagnated and they sensed that their agency wasn’t paying close attention. We took over with the goal of increasing revenue from new customers, increasing share of the market, and improving overall efficiency with advertising.

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testimonial

“Working with Adlantica has been a game changer! The team did an extensive review and quickly optimized our accounts. The communication is above and beyond any other company. They listen to our requirements and goals, and then give valuable expertise on how to move forward. They’re constantly reviewing campaigns to ensure we are hitting our targets. Adlantica doesn’t just make changes, they explain their reasoning and rationale, which is rare to come by. We have full trust in the team and let them lead the way.”

Crystal Granish

Director of Marketing
WAWAk Sewing Supplies

HOW WE ADDED VALUE TO WAWAK

Prioritizing New Customer Acquisition

The main target WAWAK put forth to us was new customer acquisition. Most of their purchase volume and return was being generated by existing customers through branded terms and remarketing campaigns. We excluded branded terms from PMax campaigns, lowered the budget for branded campaigns, and introduced new category keyword campaigns to go after new customer growth. By controlling the cost of these new campaigns and ensuring we were getting favorable Top Impression Share in our ads, WAWAK began seeing new customers growth and new repeat buyers.

Embracing a Culture of Testing

We realized that there was a lack of experimentation in order to constantly discover winning audiences, campaign types, bidding strategies, and creatives. The result was below industry average impression share, low clickthrough rates, and low ad relevance with ideal customers. To rectify the situation, we launched new campaign types, new ad and asset groups, introduced higher-intent keywords, and tested a lot of high-quality ad copy and creatives. WAWAK’s impression share climbed from 10% to 66%, the clickthrough rate rose by 237%, and the website conversion rate improved by 53.9%.

Taking Back Control From Algorithms

Algorithms exist to help us achieve our target goals at the desired cost and efficiency. However, when left unchecked, or when success isn’t defined in clear terms, algorithms can become a runaway train, taking independent actions that don’t align with business goals. In WAWAK’s account, the algorithm was advertising outside of the desired regions, spending on placements with zero conversions, and wasting ad dollars on low quality impressions. By placing tight controls on the algorithm, we were able to eliminate waste, deliver higher quality impressions, and drive more revenue using the same amount of ad spend.

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At the time of writing this report, WAWAK’s year-over-year revenue from Google Ads is up 21.1%, Meta Ads is up 37.8%, and Bing Ads is up 17.6%. We’re grateful for the opportunity to work hard for WAWAK and all of our clients.

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