Rhino Rails: A Successful Return to Sayu
Around four years ago we managed Rhino Rails' Google Ads for about 15 months. Their two main product lines are towel radiators and grab rails, mainly for use in bathrooms.
After a two year period managing the account themselves, they came back to us in November last year, having seen an increase in cost without an increase in orders.
The Results
3x
revenue in six months, on 17% more ad spend
+25%
Search revenue, at 12% lower cost
-24%
Search spend in the last three months
+42%
Search revenue in the last three months
Shopping v Search
As we see in many of the accounts we manage, Shopping often performs better than Search, and it is no different for Rhino Rails. We therefore cut back on the Search campaigns that weren't cost effective, while pushing the Shopping campaign.
As a result, revenue in the first six months of this year tripled compared to the last six months of last year, with just 17% more spent on advertising. The extra revenue came mostly through Shopping, but revenue from the Search campaigns was also up by almost 25%, achieved at a 12% lower cost.
Further Improving Search
Although we had improved the efficiency of the Search campaign, more work was needed to improve it further: exploring new keywords to grow traffic, pausing ones that don't work, and analysing data by demographic and adding in-market audiences to find the areas that perform well and can be pushed.
In the last three months spend in Search has come down by another 24%, while revenue increased by 42%.
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