Background

Temple & Webster are Australia’s leading online furniture retailer, with a database of over 1 million members and a catalogue of 147,000+ products.

The campaign objectives were to:

Represent the full product catalogue on Search and Google Shopping
Focus on new customer acquisition
Improve ROI

Temple & Webster wanted a partner that could efficiently and dynamically cover all possible keyword combinations across 1,100+ homewares and furniture categories, while maintaining granularity and visibility on profit generation from AdWords.

Strategy

Wide-reaching campaigns, advanced attribution and sales-driven decision-making.

The entire Temple account was rebuilt to cover all possible keyword combinations, while ‘upper-funnel’ and user-type attribution was put in place to understand the full impact of non-brand paid activity.

Automated, catalogue-driven campaigns allowed for highly-specific ads, extensions and keywords; improving the account CTR and conversion rate.

Results

CPCs and CPS were halved in the first month. The budget has since doubled, while the CPS has improved 22%.

Lower CPCs allowed us to almost double the ROI in the first month. A year on, the budget has doubled, while the ROI has improved a further 22%.

Testimonial

Data-driven decisions and an agile implementation

Working with Sparro has been very refreshing. Temple & Webster runs at a very fast pace, and their agile, hands-on approach means they’ve always been able to quickly shift focus and effort with us. They also very efficiently implement betas and AdWords product changes as they come up.

At the same time there’s been no loss in the approach: every decision is made with data, and they’re constantly looking at ways to better align our internal data and learnings with their AdWords decisions. This has been a huge driver in our budget growth, new user acquisitions, and driving greater profit from our AdWords investment.

Catalogue-driven campaigns and advanced attribution