Quadrupling BlackMilk’s Monthly Google Ads Revenue in Less Than a Year
We Helped BlackMilk Crush Their Best Month by 556%
How it Started
Quadrupling BlackMilk’s Monthly Google Ads Revenue in Less Than a Year We Helped BlackMilk Crush Their Best Month by 556%
BlackMilk is an iconic Aussie fashion brand that specialises in creating unique and eye-catching designs that often feature pop culture references, bright colours, and intricate patterns. They frequently release limited edition licensed collections, which create a sense of exclusivity and urgency among their customers. The brand is well-known as the go-to for those who want to express their individuality and stand out from the crowd. When BlackMilk approached farsiight in early 2022, they were looking for a new PPC Partner to scale and grow their Google Ads account. Digital Marketing Manager, Bianca Romano, wanted to work with an agency locally in Brisbane with a proven track record of success with Google Ads. It was important to her that the agency would be proactive in identifying areas for improvement and making strategic adjustments to maximise ROI, but she was also searching for a down-to-earth and approachable team. “farsiight peaked my interest on LinkedIn actually. I really liked the amount of content that you guys had. You seemed quite authentic. The biggest thing that made me like farsiight was you all did seem quite down-to-earth, very personable, easy to communicate with, and that just made me feel comfortable. Very similar to how we are at BlackMilk.” - Bianca Romano, Digital Marketing Manager Bianca shared several key goals she wanted to achieve in 2022/2023. Firstly, she wanted to achieve greater success with their evergreen gear since she recognised they had trained their customers to only shop on collection release days, contributing to low lows and high highs in the ad account. She also wanted to establish a presence in the USA before Halloween, which is their biggest promotional period of the year (even bigger than Black Friday!). Above all, she wanted to focus on new customer acquisition because their core loyal ‘Sharkie’ following was starting to grow up and “age out” of the brand, and the business needed to expand their reach and attract a new audience. It was no short order, but farsiight was up for the challenge! 🔥
At farsiight, we place a strong emphasis on communication and collaboration, working closely with our Partner’s internal teams to ensure that their campaigns are aligned with broader business goals. Since BlackMilk is such a distinct brand with their own release comms timeline, category terminology and unique selling conditions, it was critical that we first invested time into understanding their business, targets, and marketing operations. “We’re unique. We’re not really like anyone else. You can’t find our gear in any other shop. So I love having a team of specialists that can support what I’m trying to do. We have the same end goal in sight.” - Bianca Romano, Digital Marketing Manager To ensure we had complete alignment on goals, we provided Bianca with a detailed onboarding questionnaire and walked her through farsiight’s Ad Planner to deeply understand BlackMilk’s target audience, their pain points and desires. We ran a deep-dive discovery call and also conducted an audit of BlackMilk’s existing advertising efforts to identify areas for improvement and opportunities for growth. From there, we developed a detailed 4-week implementation plan, outlining our initial strategy and framework, as well as next steps. And we got to work! 💪
To begin with, our focus for BlackMilk was Google Shopping and Google Search. We conducted thorough keyword research to identify relevant and high-performing keywords that would help BlackMilk reach their target audience. We also reviewed their existing Shopping Feed, applying optimisation strategies and best practices to make improvements in performance.
Later, we also introduced Performance Max campaigns and Display retargeting to show visually appealing evergreen and collection assets to users who had previously visited the BlackMilk website, increasing the likelihood of a conversion. We also established clear communication channels, meeting fortnightly to discuss campaign results and allowing regular collaborative feedback and revisions. “It’s easy to have a cookie cutter approach to something like Search marketing, but you learn that there are nuances to BlackMilk and I appreciate that farsiight sees that and we have that really collaborative approach. I can give them value and insight, and they can bring to me their experience and specialisation.” - Bianca Romano, Digital Marketing Manager In the lead up to launching Google ads in the USA for Halloween, we conducted thorough research to understand the competitive landscape and utilised our learnings from several highly successful collection releases in Australia. By this point, we had some amazing runs on the board in Australia with our Care Bears, Avatar and Stranger Things ads delivering phenomenal results. Regular monitoring and analysis of key metrics helped us to identify areas for improvement and confidently launch ads in the USA with a validated strategy.
Here is a sample of some of the learnings we gathered in Australia and applied to the USA: - DSA (Dynamic Search Ad) campaigns worked very well across the TOF (top of funnel) in AU, so this is the one Search campaign we wanted to implement initially in the USA. - We were able to validate that running keyword-based Search did not work as well in AU, which definitely factored into our initial strategy for the US. Running Search off the bat may seem like an obvious choice, but with our understanding of how users find BlackMilk, we were able to leave keyword-based Search out of the strategy for the USA. - Having a dedicated TOF Performance Max campaign was critical. Once we were able to start scaling up our strategy, we also segmented out a ‘High Converting’ Performance Max campaign, which performed exceptionally well. - Segmenting MOF & BOF into separate campaigns across Display, whilst not running any TOF was the best approach. What BlackMilk had to say about the relationship: “Communication has been really great! I very much like to touch base and see where things are at and communication has been excellent. I’m so excited to have farsiight onboard for the ride and to have some amigos with me on the journey. BlackMilk is growing at a great rate and we’ve been so successful just because we have incredible products. We haven’t really needed a whole lot of marketing. So I’m excited to kick things into gear and really accelerate that growth through digital initiatives. We’re in this together.” - Bianca Romano, Digital Marketing Manager
Through the collaborative effort between BlackMilk and farsiight’s teams, we’ve achieved some epic performance! In September 2022 (Halloween collection launch), we surpassed their revenue goal by 88.9%, adding an extra $91.2K in revenue for the month. During November 2022 (Black Friday/Cyber Monday), we surpassed their revenue goal by 158.9%, adding an extra $164.8K in revenue for the month. We’ve also successfully launched six massive licensed collections in the last 6 months, including Stranger Things, Hello Kitty, Sailor Moon, Legend of Zelda, Care Bears and Witcher, achieving an average ROAS of 13+. - More than quadrupled their monthly revenue from Google Ads in less than 12 months (the MoM growth has been phenomenal!) - We helped BlackMilk crush their best month by 556% - 12.58 average ROAS across Google Ads over the past 6 months - Surpassed every single monthly paid ads revenue target (12 months and counting! 🎉)
More than quadrupled their monthly revenue from Google Ads in less than 12 months (the MoM growth has been phenomenal!)
We helped BlackMilk crush their best month by 556%
Average ROAS across Google Ads over the past 6 months
Meet the Team
There might be two i’s in farsiight but there is no i in team. To produce the best outcomes possible for our brands we work as an integrated team of specialists.
BlackMilk has a Google Ads engagement covering media buying and creative strategy. To cover all bases our team was composed of a Partner Manager, and a specialist PPC & Paid Social Media Buyer, supported by our wonderful team leaders.
PPC Team Leader
What BlackMilk had to say about the outcome
“Communication has been really great! I very much like to touch base and see where things are at and communication has been excellent. I’m so excited to have farsiight onboard for the ride and to have some amigos with me on the journey. BlackMilk is growing at a great rate and we’ve been so successful just because we have incredible products. We haven’t really needed a whole lot of marketing. So I’m excited to kick things into gear and really accelerate that growth through digital initiatives. We’re in this together.”
Digital Marketing Manager @ BlackMilk