How we increased Purchases and Revenue for EverBee during the Black Friday

Since partnering with Aimers, we’ve seen a significant increase in traffic quality and a consistent improvement in conversion rates across all platforms. They helped us set up our ad campaigns from scratch across Google Ads, Meta Ads, and Bing Ads. Their team includes specialists in CRO, design, and media buying, giving us access to a wide range of expertise. They act as an extension of our internal team, consistently improving performance and helping us scale paid marketing effectively.

‍

Kate Golikova

Marketing & Growth Lead at EverBee

EverBee is an all-in-one platform that helps e-commerce sellers find winning products, grow their audience, and scale their business beyond marketplaces. From powerful product research and analytics to standalone stores and automated email marketing, EverBee gives sellers everything they need to build, manage, and grow a profitable brand.

+16.61%

increase in purchases

+82.63%

increase in ROAS

Challenge

EverBee has created special bundle offers of their product in advance of Black Friday and Christmas. They have also designed separate landing pages for each sale. Throughout Nov.-Dec. we have prepared and launched teaser Black Friday ads, Black Friday sale ads, and Christmas sale ads. The goal was to build anticipation of Black Friday & Christmas sales and, as a consequence, increase purchases during these periods.

Contact our team for a free audit of your ad accounts – no strings attached

Book a Call

Solution

Preparatory work:

We edited (rather than creating a new one) the conversion action to trick the Google Ads algorithm into thinking it's the same action, which already had some historical data for better optimization. Also, we changed the ad copy in existing campaigns to avoid launching new ones, which would take a long time to moderate.

We not only ran ads for one Black Friday day but also planned a multi-step strategy and started this campaign in advance:

Campaign stack:

During this campaign, we used campaigns with generic keywords and pmax campaigns in our ad mix. We also ran several TOFU campaigns. We didn't ignore brand campaigns either. For the special offer, it's still fine to have these running, since as we had dedicated promo landing pages, organics likely wouldn't have driven as many purchases. Plus, the competitors are also launching BF campaigns during this period and we need to defend the brand.

Given the heated auction during the biggest sale of the year, we gradually increased our budgets in our current campaigns (+44.51%), because if we only raised them for Black Friday, the algorithm wouldn't have time to adjust, and the money would be wasted.

At the same time, we applied the same strategy on Microsoft Ads (Bing). It's worth noting that the results in terms of ROAS on Bing were even better than on Google Ads, through brand campaigns.

Results

Comparing December data with the period before this campaign (October), we obtained the following figures:

Purchases from new users increased by +16.61%;
Even free signups more than doubled: +64%;
CPA increased by +24%, which allowed us to compete for more solvent users in the auction. Combined with the higher cost of the bundle offer compared to a regular product, we achieved higher revenue;
ROAS increased by +82.63%.