Lia Zoryan

Dunnes Stores has an app for same-day grocery home delivery. The KPIs required us to improve ROAS, CPA, and order volume. When I entered the company, the KPI metrics were below the target.

To achieve the monthly targets, I audited ad accounts and conducted a customer journey analysis. It turned out that there had been a brand awareness issue about the same-day home delivery service in the app, and there was also a choke point in the customer journey, as people didn't know how to attach the ValueClub card, which is a required step to complete the registration process.

To solve these issues, I launched awareness campaigns on Meta, TikTok, and YouTube, showing informative ads about the app's same-day home delivery service. We've also created an email campaign to send to installers who have not completed the registration process. In addition, I optimized the prospecting campaigns to drive more in-app purchases by doing value testing at the ad group and ad levels. Also, I launched remarketing campaigns on Google, Meta, and TikTok, retargeting registered users, cart abandoners, and past purchasers.

Dunnes Stores has two websites, one for textiles and the other for grocery shopping. I've worked on increasing the online sales and revenue for both verticals. My main goals for the web were optimizing the overall performance marketing activities to improve ROAS and CPA and increasing the click-and-collect service's order volume to hit the monthly target.

To achieve these goals, I audited ad accounts on Meta, TikTok, and Google. I discovered the campaigns weren't optimized for purchases and focused only on the top of the funnel. Plus, there was only one purchase event for two service types: home delivery and click and collect.

My growth strategy included optimizing the existing prospecting campaigns. I created a conversion action for each purchase type, launched regular sales campaigns for each service, and conducted value testing on targeting and ad levels based on personas. I also launched standard shopping campaigns on Google and started collaborating with niche influencers and adding user-generated content on Meta and TikTok. In addition, I launched remarketing and retention campaigns for cart abandoners and past purchasers with customized content.

One Planet Group has several platforms that offer qualified leads and enhanced clicks to its B2B partners, specializing in the home improvement vertical. My role in the project was to increase the qualified leads and improve the ROAS by leveraging Google, Bing, and Meta Ads.

The advertising budget was the highest I'd managed so far, $120,000 daily. We used 70% of the budget on the search campaigns, 5% on the Google discovery and display campaigns, and 25% on Meta Ads. Historically, the best results came from Google search, and it remained the same despite the platform and campaign tests I'd implemented. Speaking of the search campaign structure, I used single keyword ad groups, as the ad account was extensive. Also, I had a keyword mining campaign with the most competitive broad match type keywords to get new converting terms more quickly. This project's most successful Meta campaigns were regular conversion campaigns, with both prospecting and remarketing performing excellently.