Company: Megaphone – Melbourne, Australia
Nomination Submitted by: Megaphone
Company Description: Megaphone is a full-service digital marketing agency with a proudly unique culture that has continually striven toward two goals: one, be the world’s best marketing agency, and two, be the world's best place to work. Rapidly-growing Megaphone has 120+ staff across Australia, the USA, and the UK; services 350+ diverse businesses, and holds the title of 2022’s Leading Social Media Marketing Agency.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Marketing Campaign of the Year - Fashion & Style
 Nomination Title: Megaphone – Growing Brands with Exceptional Google Campaigns
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 190 words used.
Please find screenshots attached, outlining the strategies and data discussed in this submission.
Not necessarily pictured are the following complementary efforts: reducing non-converting traffic, negativing irrelevant keywords, and improving image extensions to boost CTR, which collectively welcomed more conversations for higher-quality audiences.
It's important to note that the exceptional success of accompanying screenshots and aforementioned data was not without challenges: We encountered several challenges, however, transitioned them into opportunities through data-driven solutions and innovative thinking. Case in point: to deliver results and gain data fast, we needed to quickly and efficiently bulk create [REDACTED FOR PUBLICATION] assets. To achieve this, we used a campaign build platform to help us create myriad campaigns, ad groups, and ads in a CSV file, which we then uploaded to the ads account using the Google Ads editor. This overcome the issue of long waiting times (from individual changes directly in Google Ads) and sparked more significant data at faster rates.
Overall, the revenue generated as a result of these campaigns was (and continues to be) substantial, allowing the company to refine their search footprint and apply intelligent learnings moving forward as they continue to grow internationally.
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
[REDACTED FOR PUBLICATION] With plentiful analysable data already accessible, we confirmed the ideal Australian target audience was females 18-44. Keeping audience front of mind, we then identified high-converting product categories around which we could construct Dynamic Search Ads campaigns. These campaigns’ insights were then leveraged to provide recommendations for [REDACTED FOR PUBLICATION] organic and on-page content - which would ultimately help us achieve broader marketing objectives. We dedicated significant time to learning about customer interests and buying triggers, ultimately informing the direction of the product range and, in turn, generating strong growth. To continue the momentum, we also utilised dynamic search format to link high-converting search keywords with relevant ad copy on high-converting landing pages.
In summary, by intelligently optimising our campaigns, not only were we able to boost sales, but also provide meaningful data and learnings that served to improve the wider product range and digital company strategy.
To begin, we researched the best-selling product ranges – learnings we would then utilise to base the DSA dynamic ad targets off. Once live, we tested several ad copy angles to find the highest-converting formula. By understanding which features, benefits, and call-to-actions resonated best with the audience, we could connect more deeply with viewers.
To optimise budgets, we reduced non-converting traffic by negativing out irrelevant keywords while simultaneously improving the image extensions applied to search to enhance CTR and ad relevancy. Similarly, we excluded non-converting audiences and demographics, while tailoring target ROAS and focusing spend on highest converters.
- Specify the date on which this campaign or program was launched:
February 1 2021
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
With significant budget available, we were looking to achieve 8x ROAS for our client [REDACTED FOR PUBLICATION]. In achieving this, thanks to intelligent optimisations and data-backed decisions, we increased the monthly account conversions from 8,593 conversions (February 2021) to 25,341 Conversions (February 2022).
Our best-performing non-brand terms campaign – a Dynamic Search Ads campaign – was titled “MM | AU | Dynamic SA | Gender & Accessories Categories”. Before Megaphone’s input, this campaign was receiving 135 Conversion per month [REDACTED FOR PUBLICATION] as of December 2020. Therefore, we began this campaign with a goal to build to 250 conversions – an 85% increase. Fast forward to January 2022, and the campaign has proven to be a significant success, achieving 422 Conversions [REDACTED FOR PUBLICATION] at a 9.4x ROAS – an increase of 313% for a large international brand.
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Initial challenges needed to be addressed included adapting and pivoting the Google strategy when targets weren’t being hit. When keywords/audiences/products weren't reaching conversion goals, we identified them and either excluded them or changed bid strategies to work towards a more viable target.
Moreover, to squash challenges before they arose, we leveraged discovery and display ads to promote each key range, split-testing creatives and sizes to determine which assets generated the best results – assets that thereafter had a larger focus in our holistic strategy.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2020. Even if your initiative started before July 2020, limit your response to activities and results since the beginning of July 2020 250 words):
Total 250 words used.
Through our tailored Google ads strategy, [REDACTED FOR PUBLICATION] significantly surpassed target ROAS and conversion goals. Conversions increased from 8,593 in February 2021 ($1,166,729 value) to 25,341 ($3,041,956 value account-wide) in January 2022. This provided the client with meaningful insights into audience buying habits and proof of which products were best suited to search and shopping campaigns.
The aforementioned best-performing campaign (MM - AU - Dynamic SA - Gender & Accessories Categories) saw substantial growth from 135 conversions ($19,347 Conversion Value) in December 2020 to 422 Conversions ($57,202 Conversion Value). Throughout this successful campaign, we achieved a 9.4x ROAS (exceeding expectations).
Overall, the client was ecstatic. Not only has a strong search strategy created greater brand awareness and increased the bottom line, but it’s allowed the company to inject more revenue into efforts to grow their business holistically – refining their search footprint while capitalising on intelligent learnings. By focusing on key metrics, and making consistent optimisation adjustments, we successfully surpassed our goals and our client’s expectations.
While often forced to pivot, any challenges faced ultimately provided us with greater data which helped fuel the top-shelf results.
But it wasn’t just about constant optimization; it was about intelligent optimisation. This was actioned initially through identifying high-converting product ranges, then reinforced through constant A/B testing across ad copy complemented by bid strategy experiments. By reducing non-converting traffic, negativing irrelevant keywords, and improving image extensions to boost CTR, we welcomed more conversations for higher-quality audiences.
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