PPC
Home & Lifestyle
Large
About Kleva Range
Kleva Range offers a diverse array of innovative home and lifestyle products. With a reputation for high-quality items designed to simplify everyday tasks, Kleva Range provides customers with products that deliver practical solutions to common problems. The company sought to boost its online sales and visibility, particularly for its unique products, often new to the Australian market, requiring effective educational content and strategic advertising to compete against larger players.
Kleva Range’s Challenges
Kleva Range’s main challenge was educating customers about their unique offerings while competing with major retailers such as Kmart, Target, and JB Hi-Fi. Given their dynamic product inventory and limited brand recognition, they needed to scale their digital advertising efforts, focusing on maximizing return on investment (ROI).
Key Challenges Identified:
- Low search volume for many of its products, requiring strategic educational content to boost visibility.
- Needed to highlight its unique selling points to outperform their competitors.
- Required a more efficient advertising strategy to scale campaigns without sacrificing return on ad spend (ROAS).
Our Approach
We implemented a data-driven strategy using Google’s PMax and Shopping Ads to target niche products and maximize visibility. Through regular creative testing, campaign optimisation, and dynamic budget management, we identified high-performing ads and scaled them effectively. Seasonal campaigns and competitor analysis helped engage customers at all stages of their journey, resulting in significant growth and sustained ROI.
Strategy & Execution
Google Ads Diversification
Focused on expanding the Google Ads strategy, primarily utilizing PMax and Shopping Ads to capture diverse customer segments and drive growth, especially in low-search-volume markets.
Creative Testing
Regularly tested videos, graphics, and messaging, ensuring strong creative performance to resonate with the target audience and drive higher engagement.
Smart Bidding
Used Google’s Smart Bidding with tROAS to scale ad spend effectively, maintaining efficient performance without diminishing returns.
Dynamic Campaigns
Implemented scripts and automation to dynamically manage product categories, and allocated budgets to top-performing campaigns (e.g., top products vs. zombie products) for optimal results.
Outcomes
- Increased investment by 47.6% (from $301,823.93 to $445,505.29)
- Increased revenue by 40.64% (from $3,891,956.82 to $5,473,660.16)
- The Smartplay campaign launched in March 2024 generated over $580k in sales (3 Months)
- Increased clicks by 15.91% (from 572,811 to 663,967)
- Increased CTR by 37.6% (from 1.89% to 2.60%)
- Increased CVR by 37.48% (from 4.33% to 5.95%)
