Performance Max strategy drives major revenue growth for UrbanStems

Urbanstems sees 19% increase in revenue YoY across shopping campaigns

UrbanStems, an on-demand online flower and gift delivery service, faced a significant challenge in 2021 as their Google PLA performance declined, reversing previous growth trends. Tasked with achieving growth goals despite feed disapprovals reducing product availability, UrbanStems partnered with Adlucent (now BarkleyOKRP) to find a solution.

Challenge

UrbanStems, an on-demand online flower and gift delivery service, initially came to Adlucent (now BarkleyOKRP) in 2019 to manage their Google pay-per-click (PPC) and product listing ads (PLAs). In 2021, we noticed that PLA performance on Google was declining, reversing a heavy growth trend from the previous year. UrbanStems was challenged with achieving growth goals and feed disapprovals that hurt their overall PLA program by reducing the number of available products. It was time for a change.

Insight

We needed a new strategy and saw the opportunity to embrace automation. In October 2021, the team switched from manual PLAs to Smart Shopping and saw traffic and revenue growth, but we didn’t stop there. Wanting to test further, the team recommended UrbanStems become an early Performance Max-adopter. In February 2022, UrbanStems saw an immediate 78% increase in impressions and a 35% increase in revenue following the launch of Performance Max, which was an unprecedented scale in performance. Our team continued to make strategic updates to the Performance Max campaigns and resolved the feed disapprovals to achieve above-and-beyond results for UrbanStems.

Solution: Scaling for the win

With the implementation of these prescribed optimizations, revenue grew 19% year over year. UrbanStems could scale its Google shopping ad campaigns by harnessing automation while maintaining efficiency.