INCREASED HOME DECOR BRAND REVENUE 10X FROM $600,000 TO OVER $6 MILLION

TRIPLED CLOTHING BRAND REVENUE FROM <$1 MILLION to OVER $3 MILLION ANNUALLY IN 2 YEARS

Felt Right is a home decor brand that sells colored felt wall tiles in sizes and shapes that are configurable to make an infinite number of designs. SmartClick started working with Felt Right in their 2nd year of operations when they had plateaued at about $50,000 per month of online revenue.


After Felt Right engaged SmartClick they steadily grown Felt Right's sales over 3 years to over $500,000 a month in revenue. Annually, they've driven a 10-fold increase in revenue from $600,000 in year 1 to over $6,000,000 in year 3.

SmartClick has used a a well-balanced combination of the following channels and tactics hitting consumers at all phases of the purchase cycle:


Google non-branded, branded, and shopping ads (~40% of budget)

Google Ads has consistently performed at a high level with good efficiency in both the upper and lower funnel thanks to our proprietary setup where:

1. We ensure that our branded search is truly branded and we keep our absolute top impression share above 95%

2. Our non-branded has extremely granular ad copy writing that allows us to maximize quality scores

3. Our shopping is broken out very granularly allowing us to put the majority of our budget behind our best performing products.


Meta ads (~30% of budget)

SmartClick has used Meta ads (both Facebook and Instagram) in both the upper and lower funnel to drive a ton of new awareness for the brand as well as harvest sales and consistently see ROAS over 3:1. Some of the key factors:

1. Constant creative and audience testing. We test all formats, and various settings with a very scientific and granular setup that allows us to see exactly what is working and what is not.

2. Great brand assets including photo and video shoots, leveraging UGC, and a tight working relationship between our agency and their brand to arm them with the data they need to create more of the content that works.

3. Utilizing multiple attribution methods including 3rd party software, Shopify data, GA4 data, Meta's native data, and post purchase surveys to confirm the impact of Meta on driving new customers.


TikTok ads (~5% of budget)

SmartClick has used TikTok ads as an additional awareness building channel that extends our reach at an efficient level. Some of the key factors:

1. Working with content creators and influencers to build our library of assets that fit well with TikTok's unique format.

2. Understanding of how TikTok's attribution works and staying on top of their relatively frequent pixel and tracking updates.

3. Constant testing of the various segment/audience options. TikTok users tend to be a good fit for this brand in terms of demographics and interests, but the key is finding them and doing so efficiently.

Connected TV ads (~10% of budget)

SmartClick employed Connected TV ads (essentially TV ads in both 30 and 15 second formats) to drive additional brand awareness as well as retargeting with efficiency approaching 4:1. Some of the key factors:

1. Picking the right platform to serve your ads through is essential here. There's a decent amount of variance in CPMs across different providers, and additionally finding one with an attribution method that gives you the data you need to make adjustments and evolve your strategy is crucial.

2. Having creative assets that fit the TV commercial format. Not just video that can be formatted to the 16x9 aspect ratio but assets that are bright and attractive on a big screen.

3. Constant testing of audiences and other factors such as ad frequency, creative and location.

Other channels including Criteo (dynamic retargeting), Connexity (shopping and native ads) and Bing Search Ads (~15% of budget)

SmartClick uses these other channels to efficiently expand our reach as well as retarget.

Here is some of our reasoning:

Criteo is great for serving dynamic display retargeting ads around the web and their algorithm is usually better at closing sales than what we see from Google's dynamic retargeting ads product.

Connexity extends out our comparison shopping engine reach beyond Google and is a consistent, efficient revenue driver. It also gives us another ad format by serving native ads.

Bing extends our search presence by another 5-10% and oftentimes is less competitive than Google, therefore giving us better efficiency.

FeltRight is a home decor brand that sells colored felt wall tiles in sizes and shapes that are configurable to make an infinite number of designs. SmartClick started working with FeltRight in their 2nd year of operations when they had plateaued at about $50,000 per month of online revenue.


After FeltRight engaged SmartClick they steadily grown FeltRight's sales over 3 years to over $500,000 a month in revenue. Annually, they've driven a 10-fold increase in revenue from $600,000 in year 1 to over $6,000,000 in year 3.

SmartClick has used a a well-balanced combination of the following channels and tactics hitting consumers at all phases of the purchase cycle:


Google non-branded, branded, and shopping ads (~40% of budget)

Google Ads has consistently performed at a high level with good efficiency in both the upper and lower funnel thanks to our proprietary setup where:

1. We ensure that our branded search is truly branded and we keep our absolute top impression share above 95%

2. Our non-branded has extremely granular ad copy writing that allows us to maximize quality scores

3. Our shopping is broken out very granularly allowing us to put the majority of our budget behind our best performing products.


Meta ads (~30% of budget)

SmartClick has used Meta ads (both Facebook and Instagram) in both the upper and lower funnel to drive a ton of new awareness for the brand as well as harvest sales and consistently see ROAS over 3:1. Some of the key factors:

1. Constant creative and audience testing. We test all formats, and various settings with a very scientific and granular setup that allows us to see exactly what is working and what is not.

2. Great brand assets including photo and video shoots, leveraging UGC, and a tight working relationship between our agency and their brand to arm them with the data they need to create more of the content that works.

3. Utilizing multiple attribution methods including 3rd party software, Shopify data, GA4 data, Meta's native data, and post purchase surveys to confirm the impact of Meta on driving new customers.


TikTok ads (~5% of budget)

SmartClick has used TikTok ads as an additional awareness building channel that extends our reach at an efficient level. Some of the key factors:

1. Working with content creators and influencers to build our library of assets that fit well with TikTok's unique format.

2. Understanding of how TikTok's attribution works and staying on top of their relatively frequent pixel and tracking updates.

3. Constant testing of the various segment/audience options. TikTok users tend to be a good fit for this brand in terms of demographics and interests, but the key is finding them and doing so efficiently.

Connected TV ads (~10% of budget)

SmartClick employed Connected TV ads (essentially TV ads in both 30 and 15 second formats) to drive additional brand awareness as well as retargeting with efficiency approaching 4:1. Some of the key factors:

1. Picking the right platform to serve your ads through is essential here. There's a decent amount of variance in CPMs across different providers, and additionally finding one with an attribution method that gives you the data you need to make adjustments and evolve your strategy is crucial.

2. Having creative assets that fit the TV commercial format. Not just video that can be formatted to the 16x9 aspect ratio but assets that are bright and attractive on a big screen.

3. Constant testing of audiences and other factors such as ad frequency, creative and location.

Other channels including Criteo (dynamic retargeting), Connexity (shopping and native ads) and Bing Search Ads (~15% of budget)

SmartClick uses these other channels to efficiently expand our reach as well as retarget.

Here is some of our reasoning:

Criteo is great for serving dynamic display retargeting ads around the web and their algorithm is usually better at closing sales than what we see from Google's dynamic retargeting ads product.

Connexity extends out our comparison shopping engine reach beyond Google and is a consistent, efficient revenue driver. It also gives us another ad format by serving native ads.

Bing extends our search presence by another 5-10% and oftentimes is less competitive than Google, therefore giving us better efficiency.

We also have made constant improvements to their website (https://feltright.com/) with our designers establishing the brand look and feel as well as mapping out the various customer journeys. If you haven't already please take a look at our creative portfolio here, and in addition please see 3 of our top performing Meta ad creatives below:

https://fb.me/1JwxTJixGpsPXtr

https://fb.me/1IgRtKlYWvE2WqD

https://fb.me/1LRnMB97vcDE2fo


SmartClick is proud of its work with FeltRight. They're pretty happy too. Talley Goodsen, Founder and CEO of FeltRight says, "I do want to say how much I appreciate the amazing job Craig and team have done in walking the 1” slack-line for us (Growth vs ROAS). Getting through the first couple of years is always the most difficult part of any new business venture and Craig’s work to help optimize our ad spend has been much appreciated!"

Dandy Worldwide built an aspirational brand of sweatshirts and hoodies evoking the Southern California beach lifestyle with just influencer marketing on TikTok and Instagram aimed at high school student. They had built sales up to just under a million a year in revenue but the brand really wanted to ignite growth.

Dandy approached SmartClick looking to drive more revenue using paid channels, but wanted to do it authentically, in a way that would not cheapen the brand or make it look like a sellout.

The initial plan was very simple: Drive revenue with a combination of Instagram ads to drive awareness, and launching Criteo Retargeting to plus out frequency of message and drive aware non-purchases to buy. Layering Instagram ads over the organic Instagram the brand was already doing turned out to be key to igniting growth for the brand. An important component of these Instagram campaigns was hive targeting, taking a sophisticated analysis of where purchases were coming from and matching up the geo-demographics of purchasers to target other students at the exact same high school.

After a strong initial 6 months, to tighten up the marketing funnel and capture even more revenue generated by awareness building and word of mouth, SmartClick built out sophisticated paid search campaigns on Google and Google Shopping. In addition, SmartClick took over email marketing and refined the creative approach.

These efforts by SmartClick resulted in Dandy Worldwide hitting a run rate of over $3 million in revenue in just the first 18 months of working with the brand. This was the fastest rate of growth we've seen in such a short period of time and we're excited to see what the future brings.

Prana is a climbing and yoga clothing manufacturer that makes high quality, premium-priced products. Online revenue was stagnant with literally no growth year over year. prAna engaged SmartClick in a multi-year project to grow online revenue.

SmartClick identified several huge opportunities for the brand:

1. prAna's paid search campaigns were set up grouping many unrelated keywords into large ad groups. This meant that Google perceived the brand's ads to be less relevant, assigned many keywords low quality scores, which meant that prAna was paying 40-50% more per click than they needed to.

2. prAna was not bidding on their own branded keywords, missing out on controlling valuable real estate on search engine results pages.

3. prAna had never had a live product feed and had never advertised on Google Shopping.

4. The brand was not advertising on other growing paid search platforms like Bing and Yahoo!


​SmartClick made changes to prAna's Google Ads account structure, added detailed branded keyword campaigns, created a product feed and launched Google Shopping campaigns. They also added Bing and Yahoo! Campaigns.

Within the first month, revenue from online paid search skyrocketed, capturing over $200,000 of incremental revenue in the first month on Google Shopping alone. Eventually, these changes resulted in a doubling of revenue in year 1. With continued optimization and campaign expansion, SmartClick doubled online revenue for prAna in year 2 and year 3.

SmartCLick's work increased brand value dramatically and the growth SmartClick created online for prAna over this 3-year period was a major factor in Columbia Sportswear purchasing prAna at the 3-year mark. Andy Creighton, Director of E-Commerce for prAna Clothing wrote, "I would gladly recommend SmartClick to any prospective clients."