Dartington Crystal

How we did it

• Budget optimisation:
  1. Analysed previous year’s data to understand seasonal trends
  2. Used KPI-driven forecasting to distribute monthly budgets across all brands and channels
  3. Scaled the budget according to predicted growth, ensuring cost-effectiveness
     
     
• Cross-channel strategy:
  1. Maintained a strong focus on Google ads, while also expanding branded activity to Microsoft ads 
  2. Expanded Meta ads to include top-funnel strategies
  3. Allocated an experimental budget for peak seasons to test new platforms
     

• Prospecting audiences:
  1. Built and refined audience segments using personas, tailoring ad copy and creative for better targeting
  2. Each audience segment received tailored ad copy and creative
     

• Branded Terms Segmentation:
  1. Grouped branded search terms into semantic categories, tailoring ad copy, creative, and landing pages accordingly
     
     
• Profit-adjusted ROAS product categorisation:
  1. Used DataFeedWatch, scripts and internal data to calculate product-level profitability 
  2. Used this data-driven approach to categorise products for optimal performance

Results

1. Achieved a 52% year-on-year revenue growth from April to July 2024, with only a slight increase in budget compared to the same period in 2023, resulting in a 602% ROAS—a 44% improvement year-on-year
2. Reduced CPA by 22% and simultaneously increased AOV by 12% during the same period
3. Improved CVR by 32% through effective audience segmentation

Conclusion

Optimising budget allocation and leveraging Dartington’s in-depth audience data were used to achieving substantial revenue growth with minimal budget increases

Profit-adjusted ROAS categorisation enabled precise budget and bid adjustments, focusing on the most profitable products