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  • Client

    The Maple Guild
  • Role

    Facebook Ads, Google Ads, Landing Page Development, Analytics/Attribution, CRO
  • Year

    2019-2020
  • Platforms

    Wordpress Website, Facebook Ads, Google Ads
  • Client URL

    https://mapleguild.com

About The Maple Guild

 

Maple Guild is one of the largest organic Maple Syrup producers in the United States with strong retail relationships sold nation-wide in Walmart. Maple Guild farms, produces, packages, and sells organic Grade-A Vermont maple syrup. Since its inception, they have branched into multiple maple products including vinegar, soft drinks, flavored syrups, butters, creams, and more.

 

Before Webspearmint, Maple Guild had never done any paid media or digital marketing outside of building a website. Their website was built in 2018 (approximately one year before the contract started) and had less than 100 customers throughout that year purchase directly on their website.

 

Our Goals

 

Our goal was to create base metrics and data to determine the feasibility of scaling paid media efforts. This includes showcasing conversion rates, cost per add to carts/purchases, ROAS, and brand awareness metrics such as ad recall lift and social media following.

  • No customer list
  • Never done digital marketing / paid media before
  • Bad/unoptimized checkout experience on Woocommerce/WordPress

 

Strategy

 

 

Google Ads

 

Our Google Ads strategy consisted of a mix of Search (70% of Budget), Smart Display (10% of Budget), and Smart Shopping (20% of Budget).

 

Our search campaigns consisted of two types of Campaigns on Google:

  • Brand Campaigns – Targeting Maple Guild brand queries
  • Competitor Campaigns – Targeting queries for other large Syrup Producers

 

We used Google Shopping Campaigns for generic keywords and SKU related keywords to push for purchase.

 

Facebook Ads

 

Facebook Ads budget was split 50 / 50 between Conversion Campaigns (optimizing for Add To Cart due to little data) and Brand Awareness (optimizing for Ad Recall Lift).

 

During the Holiday season (Black Friday / Christmas), the budget switched to 75% conversion and 25% brand awareness leading to timing specific coupons and deals for Maple Guild packaged products.

 

Landing Page Development

 

For Maple Guild, top product specific landing pages were created to increase conversion rate to purchase, simplify checkout/decision-making, and lower steps / clicks taken to get individuals to purchase.

 

Associated with these landing pages were bespoke 10% discounts for immediate purchasers, creating an urgency effect and increasing purchase rates.

 

Sweet Success 🥞🍁

 

 

Google Ads

 

Average ROAS – 2.18

 

ROAS During Holiday Campaigns – 3.67
ROAS On Black Friday – 9.6
ROAS On Cyber Monday – 19.8

 

Average Cost Per Purchase – $22.34
Average Purchase Value – $48.71

 

121 Overall Purchase from Google Ads in 4 Months (compared to less than 100 for a year).

 

Facebook Ads

Estimated Ad Recall Lift from 12% to 27% (Individuals that remember your ad 2 days after seeing it).

 

Holiday Campaign Purchases – 62
ROAS – 2.81

 

106 Overall Purchases from Facebook Ads in 5 Months (Compared to less than 100 for a year).

 

Overall

 

Combined 227 purchases in 5 Months and +$10k in Revenue compared to less than 100 purchases and $3k in revenue in one year before launch.

 

Over 300% in Revenue Increase

 

Over 200% in Purchases Increase

 

75% of all Online Sales in Q3 and Q4 of 2019 came from Google and Facebook Advertising.

 


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