Polarn O. Pyret: Achieving profitability in unstable market
The approach
Recognising the risk involved in bidding on low-value transactions and potentially overlooking more efficient investment opportunities, we shifted our focus to identifying the most profitable products for Polarn O. Pyret. To achieve this, we used conducted a thorough analysis of product data to understand the profitability of each product, while also exploring how we could utilise this data within Google Ads.
What we did
We utilised Alvie’s bidding platform, Enhanced Signals, to activate our data within Google Ads. The platform’s advanced technology allowed us to implement our profit-focused strategy by instructing Google’s algorithm to optimise towards profit margins rather than revenue.
As a result, this enabled us to conduct Google Ads campaigns more effectively, leading to increased POAS (Profit on Ad Spend).
27%
Focusing on promoting high-margin products contributed to the increase in AOV across all channels, but especially within Google Ads.
-14%
Improvements in CPC, CR, and AOV revealed that we managed to create a significant uplift in marketing efficiency.
54%
Even though we focused on optimising for profitability, overall revenue still increased significantly. This is largely because we were able to lower our target POAS in Google Ads.
128%
By optimising traffic and providing more signals to Google’s algorithm, we boosted visibility and enabled higher bids on high-margin products.
-
Implementing Enhanced Signals has been a game-changer for us. We’ve seen increased profitability and a significant boost in ROAS for our Google Ads campaigns. Precis’ expertise and dedication ensured a seamless implementation, and we’re thrilled with the results.
