The Importance of an Integrated Advertising Strategy
01
The Challenge
An HVAC brand needed to measure the efficacy of new product launches and the effect of increased advertising spend. The goal was to increase organic brand placement, sales & produce a strong ROI.
02
Our Approach
Marshall analyzed daily progress by measuring key performance indicators such as return on ad spend, total sales growth, spend investment, keyword targeting, and Share of Voice. This connects ad-activity to larger brand growth metrics that communicate the true difference advertising has on your business.
03
Results
Over the 5-week initial launch period, we drove significant sales growth with a strong ROAS driven ad-strategy, driving 4426% increase in shipped COGS while improving ad efficiency by over $6. As we build organic placement for this brand, the level of spend required to achieve key placement decreased and our final sale became more profitable. Marshall drove sales growth while decreasing the spend rate from 72% to 6%.
Launch Week vs. Post 5 Weeks
Shipped COGS: +4,426%
Spend: +265%
Ad-Revenue: +12,918%
ROAS: $0.26 -> $6.38
Spend as % of COGS: 72% -> 6%