Christmas ornaments online store “Enchanted Baubles”

The task

Sell Christmas ornaments before New Year. A seasonal product business: the demand window is narrow, the revenue has to be collected in the month before the holiday. The partnership lasted 3 seasons in a row (2020-2021, 2021-2022, 2022-2023).

What we did

• Launched and managed paid traffic season by season before New Year.
• Ad channels: VK, Yandex Direct, MyTarget, Facebook Ads.
• Scaled the budget from season to season while keeping the ad cost to revenue ratio within the working corridor (11-20.82%).

Results

Season 2020-2021:

• Budget spent — $1,397
• Revenue — $12,919
• Average ad cost to revenue ratio — 11%
• ROMI — 925% (every dollar in ads brought $9.25 of revenue)

Client report:

Season 2021-2022:

• Budget spent — $10,603
• Revenue — $50,922
• Ad cost to revenue ratio — 20.82%
• ROMI — 480% (every dollar in ads brought $4.80 of revenue)

Ad account screenshot:

Google Analytics screenshot:

Season 2022-2023:

• Budget spent — $6,475
• Revenue — $43,051
• Ad cost to revenue ratio — 15.04%
• ROMI — 665.04%
• Ad channels — VK, Yandex Direct, MyTarget, Facebook Ads

Total for 3 seasons:

• Budget — $18,475
• Revenue — $106,892
• ROMI — 579%
• Ad cost to revenue ratio — 17%

(In the seasonal reports the same figures are recorded as “ROMI 825 / 380 / 565%”: there ROMI was calculated as “profit ÷ spend”, which is 100 p.p. lower. In the agency’s cases ROMI = revenue ÷ spend.)

Insights

• A seasonal product business scales without losing efficiency: the budget grew from $1,397 to $10,603 per season, ROMI stayed above 480%.
• Retaining the client for 3 seasons in a row is proof of consistently profitable traffic economics.
• A multi-channel mix (VK + Yandex Direct + MyTarget + Facebook Ads) makes it possible to collect demand in the short pre-New Year window.