Pinterest Case Study: Bellacor
With a catalog of over 500,00 lighting and home furnishing products, Bellacor’s design-centric audience relies on Pinterest. Having limited Pinterest reach or engagement, Bellacor looked to us to improve their social media strategy. Effective Spend leveraged Kenshoo Social, a platform which automates the creation, management, and optimization of highly-targeted social marketing campaigns.
Higher Click Revenue
Increase Click ROAS
The foundation of an effective performance display advertising strategy is precise audience targeting. Through audience data collection, extensive research and targeting iteration, we find just the right mix of behavioral and contextual targeting methods to meet your audience right where they are online.
First, we take a data-focused approach to understanding as much as possible about your target market, profiling your ideal customer persona and understanding their demographic and psychographic information.
With this knowledge, we’re able to research and predict the online content that resonates best with your target audience and devise the best methodologies to target that content.
But, our work isn’t finished after the campaigns are launched. With a continuous cycle of data collection and targeting refinement, we set the foundation for an ongoing optimization process. This results in continued improvement in targeting, as we prune lower performing audiences and placements, and expand upon top performers.
“Since launching Pinterest Shopping ads with Effective Spend, our Pinterest revenue has tripled on an improved ROAS. We are thrilled with this success and excited to expand even further.”
– Lisa Becchetti, Director of Customer Acquisition – Bellacor
Most studies suggest that, at most, 5% of visitors will purchase products or services on their first visit to a website. The consumer journey is more complex than ever before, with prospects interacting with brands when and where they want. Each Interaction point is shorter, and the consideration cycle can, therefore, span over significant periods of time. For businesses with higher priced products and services, the buying process can be extremely complex, spanning many months and involving multiple stakeholders and hundreds of interactions.
Developing an effective retargeting strategy, therefore, needs to be entirely customized. Our approach addresses the following areas of focus each with a customized strategy that considers our client’s industry, unique business model and selling points, overall sales cycle and ancillary marketing channels such as email, affiliate marketing, and outbound sales efforts.
Effective Spend offers a comprehensive set of creative services, but we also support partnerships with clients who prefer to develop their own creative. In either scenario, our account managers take a comprehensive approach, providing data-driven insights to inform the creative strategy.
By applying the learnings collected during our audience and content targeting research, we can ensure each ad served has high relevance to the audience, leading to higher click-through rates, conversion rates and, ultimately, ROI.
Alongside our audience and content targeting optimization process, we are also developing a clear plan for multivariate ad testing, leading to a predictable and ongoing improvement in KPIs.
We believe the best account performance occurs when our account teams serve as a true extension of a client’s business. At Effective Spend, we don’t abide by the typical lines drawn in regards to how far we’re willing to support our clients. Our approach goes beyond the accounts and strives to do whatever necessary for success.
We fully align client goals with those of our account team by rewarding top personnel with a share of their account’s billings. The program helps us retain the best and brightest managers in the industry while ensuring they have skin in the game.
Our agency was founded on search engine marketing over a decade ago and has an industry-leading record in retaining personnel. Unlike some of our competitors, our clients benefit from seasoned veterans directly managing accounts, as well as a strategic team with over 100 years of combined digital experience.
Exact details of all media purchased and the resulting data associated with those purchases are fully and openly shared with clients. This includes all rates paid, granular performance metrics, and anything else clients may need.
Underpinning each of our services is a data layer comprised of custom integrations with each advertising channel. Sitting on top of our data layer is a comprehensive business intelligence suite with automated alerts, actions, and dashboard reports that enable our account managers to dive deeper and go further with every client’s business.
We bring custom service agreements to all clients based on what we believe is necessary to reach success. We further reduce risk by ensuring our work stands on its own with month-to-month agreements, whereas most agencies in the space lock clients into 12-month minimum term agreements.