MyHouse: Accelerating Growth With a Strategic Expansion Plan

Adcore Case Studies

Executive Summary

We were tasked with growing five primary categories and expanding their market share.
Focused on the categories with the highest growth potential by targeting key demographic factors like age and gender. Leveraged Google’s in-market audiences and remarketing (RMK) audiences, creating for each category.
Built a customized funnel for each category to maximize targeting precision and performance.
To adapt to the site’s constantly changing promotions, we used our proprietary tool, Feeditor, to dynamically update product titles with real-time discount percentages and various sale offers. This improved click-through rates (CTR) and significantly boosted conversion rates.
Ensured ad spend was allocated strategically across categories for maximum profitability.

+15%

ROAS Increase

+313%

Sales Growth

+241%

Revenue

+160%

Account Spend

Challenge

The primary challenge was to grow key categories, expand their market share, and maximize overall profitability. Additionally, each category faced different promotions that changed weekly and required diverse approaches to effectively drive results.

Main Obstacles:

Identifying and targeting the most promising categories
Adapting to frequent changes in site promotions
Intense competition requiring differentiated marketing strategies

Main Actions

Identify and Target: Analyze categories to pinpoint the most promising segments based on demographic insights (age and gender).
Leverage Audiences: Utilize Google’s in-market and remarketing audiences for each category to enhance targeting.
Build Customized Funnels: Create tailored marketing funnels for each category to improve targeting precision and performance.
Dynamic Updates: Implement the use of Feeditor to continuously update product titles with real-time discounts and promotions.
Monitor Performance: Regularly assess click-through rates (CTR) and conversion rates to gauge effectiveness and make adjustments as needed.
Strategic Ad Spend: Allocate ad spend strategically across categories, focusing on the most profitable areas.

Example of the live site illustrating Adcore’s technology at work with the “Sale” promotion appearing in image, and the strike out of the RRP (Recommended Retail Price) with new prices highlighted in green.

Solution

Collaborated closely with the client’s technical, finance, and marketing teams to ensure alignment on audiences, creatives, and promotions, integrating all elements into their campaigns while remaining flexible to adapt and seize opportunities.

Custom Campaign Deployment: Developed differentiated campaigns based on category, audience, and active promotions.
Budget Reallocation: Shifted budget allocations toward high-performing campaigns to maximize impact.
Feeds Optimization: Utilized Feeditor to optimize product feeds, highlighting promotions and sales based on category.

About the company

MyHouse is an Australian company specializing in stylish, high-quality home furnishings and decor.

Website: https://myhouse.com.au

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