Over-Consolidated Campaigns With No Sub-Brand Strategy
Mococo is a distinguished British jeweller stocking a wide range of designer brands including Pandora, Thomas Sabo and Swarovski. Each sub-brand attracts a different audience and carries different margins — but their previous Google Shopping campaigns grouped everything together without any distinction.
The over-consolidated structure meant there was no way to control budget or ROAS targets at a sub-brand level, making it impossible to prioritise the products that generated the most profit for the business.
Granular Sub-Brand Structure With Margin-Based ROAS Targets
I rebuilt the campaign structure from scratch, creating individual campaigns for each sub-brand. This gave me the control to set budgets and ROAS targets based on the gross profit margin Mococo made from each brand — ensuring spend was weighted towards the most profitable lines.
I then implemented cross-match negative keywords to funnel traffic cleanly between campaigns, directing searches to the top-performing products that sat in the highest ROAS target campaigns.
- Granular campaign structure built around individual sub-brands
- Budgets and ROAS targets set based on sub-brand gross profit margins
- Cross-match negatives to funnel traffic to top-performing products
- Scalable structure that supports adding new brands efficiently
4x ROAS. More Sales From Higher-Margin Products.
Within the first month the improvements were already visible. The campaign delivered a 4x improvement in ROAS, with a higher percentage of paid ad sales coming from the products with the highest gross profit margins.
The structure also gives Mococo the confidence and scalability to add new brands to their portfolio and advertise them efficiently from day one.