Quadrupling BlackMilk’s Monthly Google Ads Revenue in Less Than a Year

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! 💪

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