Google Ads strategy leads to
a 69% increase in ROAS
The USA’s #1 African Wholesaler
Africa Imports is a global wholesaler that specialises in providing African and Afrocentric products. Founded in 1998, it has been in continuous growth ever since.
Most of the products sold by Africa Imports are made in Africa and imported directly from African suppliers they’ve built relationships with over a long time. The company is based in New Jersey, USA, but the products are now sold across America and over 70 countries worldwide.
The company is dedicated to making a difference in Africa and re-invests half of its profits into the communities where products come from. Last year they donated more than $300,000 to help people with education, medical care and other help – often in rural areas with no access to these services otherwise.
The challenge
Africa Imports is over 24 years old, so it has a very high returning customer rate and a group of loyal customers who have shopped with them for over twenty years.
Before Skayl, Africa Imports were having problems spending its budget on targeting existing customers through Google Ads, reducing the available budget available for acquiring new customers.
We were tasked to:
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Reduce the spend that they allocated to acquiring existing customers.
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Increase the visibility of their campaigns to new potential customers.
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Scale new customer acquisition with a cap on customer acquisition cost.
The solution
Using Skayl’s automated reports, we could identify which campaigns were vital in driving new customers and re-allocate spend appropriately.
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We implemented Customer Match exclusions to hide ads from customers that would return via other channels.
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We paused underperforming campaigns and launched new campaigns, Ad Groups and Asset Groups across Search and Performance Max.
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We deployed server-side tracking to push superior sales data to the Google Ads Smart Bidding algorithm for better targeting.
The results
The client reduced spend 38% compared to the previous month
New customer sales were up 11% compared to the previous month
ROAS increased 69% compared to the previous month
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Accelerating growth with international expansion
“Skayl is the best marketing company we have ever worked with. Matt and his team have helped us to grow our business significantly over the past few years. I have been particularly impressed with Skayl’s ability to stay up-to-date on the latest marketing trends and technologies. They are always looking for new and innovative ways to help us reach our goals.”
Ruth Shaw
Managing Director
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Analytics, Data, Digital Strategy, Meta Ads, PPC
Taking a new brand of rhinestones to international markets
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Poppy Pennington
Managing Director
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Crystal ParadeINDUSTRIES
Costume, Craft, Nail Art, TV & EntertainmentSERVICES
Analytics, Data, Digital Strategy, Meta Ads, PPC
Google Ads strategy leads to
a 69% increase in ROAS
“We have worked with Matt at Skayl for over 9 years. Our experience has been exceptional. The results and the level of service have both been better than we could ask for. We give them the highest recommendation possible. We had used other marketing companies and people before, but were never able to find the quality of work that Skayl has given to us.”
Wayne Kiltz
Co-Founder
CLIENT
Africa ImportsINDUSTRIES
Fabrics, Fashion, Fragrance, Personal CareSERVICES
Analytics, Data, Digital Strategy, Meta Ads, PPC
Achieving record sales with data intelligence
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Matt Gough
Managing Director
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StairFurbINDUSTRIES
Home Improvement, ManufacturingSERVICES
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