Harris Scarfe
"We want $2,000,000 in Revenue per month for our online store"
That’s what the General Manager of Harris Scarfe told me.
At the time, Harris Scarfe was spending $6,000 on online advertising.
However, in order to meet their targets, both & Harris Scarfe and I had to go on a challenging journey. This involved not just a massive increase in their advertising spend, reaching around $300,000 (a 4,900% increase), but also a goal of achieving a Return on Ad Spend (ROAS) of $8, equating to $2 million in revenue.
As you can imagine, this was a mammoth task itself, but to add extra pressure. It had to be done in 3 months.
Company Targets
Harris Scarfe had extremely high targets.
New Heights in Online Advertising
Despite the odds, Harris Scarfe was up for the challenge. With 43 physical stores and a well-established brand name, they had a solid foundation to build upon. However, venturing into the world of online advertising at this size, was a new frontier for the company.
The following new channels were added to the mix: Bing Search Ads, Facebook Ads, LinkedIn Ads, Programmatic Display Ads, Finder Affiliate, Other Affiliates.
Ensuring a seamless launch with optimal results required extensive coordination. This included timely execution, proper setup, cross-platform creative alignment, and the achievement of desired outcomes – All at the same time!
- Extremely sophisticated tracking had to be in place
- Separated states due to different performance in each state (for all channels)
- Heavy focus on hero products (top 20 products)
- Managing the product feed with a third-party vendor and ensuring constant optimisation.
- Created sophisticated dynamic product ads for Programmatic Display using Studio 360
Summary
Evident Success:
- From a few thousand to $100,000 in Search Spend
- $2,000,000 Revenue by 3rd Month
- ROAS $8+
