The Brick Armory

Client: The Brick Armory (US)

What did we do?

Know the client and their business

The Brick Armory is not just another e-commerce. To understand the business, you first had to know the customers. By offering "niche" products, we had to investigate the audiences in depth and explore how to expand them without losing profitability.

Restructuring of campaigns

We found an account with a painstaking job of organizing the structure, but with an outdated model. For Search campaigns we incorporate simplified structures, a new simpler methodology that we will explain in detail in the post.

Smart expansion and growth

The account had no history in Facebook Ads, so we had to be aggressive with the first stage of the funnel. Already with the strategy divided by the different stages of the funnel, we began to guide the budgets based on the objectives of the account, increasing billing without losing ROAS.

Results and continuous improvement

Thanks to the research work, the restructuring of the campaigns and the improvements with tests where we were present minute-by-minute, we greatly exceeded the objectives, which allowed us to invest more and achieve billing records.

Let's talk about the results

Results Vs. before taking the accountResults Vs. before taking the account

+305%

total billed

3,2x

conversions

85%

share of campaigns in total billing

The Brick Armory is a US-based e-commerce store that sells compatible LEGO military-themed collectible figures worldwide.

Together with them we set out to grow the sales volume, the scope of brand awareness within the niche and optimize the return on digital investment in Google Ads and Facebook Ads.

How do we do it?

When we start an account we focus on having a deep understanding of the business and its audience. Especially what has worked before, what hasn't, and what could work with new digital marketing tools.

Once this research and analysis has been carried out, it is time to start corroborating hypotheses. Try strategies adapted to the marketing funnel, more precise audiences regarding the potential to buy, simpler structures and dynamic ads.

A big paradigm shift was using simplified structures as the basis for the search strategy. Campaigns with hundreds of ad groups where administration time was wasted and no longer give the best results were forgotten.

In addition, we help automation by having a greater volume of concentrated information, we manage keywords and we can analyze campaigns and results in a more simplified way.

Finally, relying on Machine Learning and using Smart Bidding, we began to optimize the campaigns based on specific data after the trial period, understanding the client's KPIs.

Results

We evolved the way of structuring Search campaigns, which gave us room to deepen the investment and obtain remarkable results.

We managed to position ourselves in Facebook Ads after a learning period and with this generate a greater volume of traffic to the site, to later popularize audiences and have successful action-oriented remarketing campaigns.

With this we achieved in a few months we were able to triple the billing without affecting the coefficient of return on advertising investment.

To learn more about simplified structures, we invite you to review the following Power Session, which was attended by more than 100 people from Latam and Spain.