Drone Clone Xperts

Overview:

Drone Clone Xperts are a US owned and operated business offering a range of drones that are accessible to everybody from experienced drone pilots, to those picking one up for the first time. All their models come with cutting edge features, at only a fraction of the price, driving exceptional value for their customers.

Things we identified:

We needed to start from the ground up as Amazon had been the primary channel for a number of years, the Shopify store wasn’t ready to convert paid traffic effectively. There are dominant players on the search side of this product vertical. To compete hard, we would need a new mobile responsive theme and various conversion rate optimisation elements added to the site such as product page template changes, additional content and navigation restructure.

Improving the post-click experience would allow for the spend and return efficiency required to unlock channels such as Meta where typically conversion rates are lower than paid search.

Meta was being significantly under-utilised historically. Previous activity was more focused on boosting organic posts, with optimisation events being split between link clicks, post engagements or video plays. Revenue wasn’t being tracked, indicating that performance driving strategies weren’t considered.

In Google Ads, brand and generic traffic was not being segmented, with new customer acquisition coming through broad match brand terms, leading to an inflated cost per acquisition for the brand campaign and indistinct reporting on who was already familiar with the brand and who wasn’t.

Performance Max campaigns were also unsegmented, with all products being shown in a single campaign regardless of profit margin. The campaign that was optimising toward clicks and had a low bid cap implemented, preventing ads being shown to potentially higher value, more intentful customers.

This led to an over saturation of paid traffic being pushed to the website with low intent to purchase, the result being an unprofitable ROAS and low revenue figures.

Changes we made:

The first changes we made were to the Google Ads structure, optimising toward profit and segmenting products into separate campaigns based on margin. This allowed us to make sure we were always operating with profit in mind, without missing out on potential conversions on lower value items.

After which we implemented a full funnel Meta strategy by introducing people to the brand at the top of the funnel, speaking about its values through a mix of informationally based static images, and brand led videos that spoke to Drone Clones origins and ideals.

At the bottom of the funnel we introduced a conversions-led remarketing campaign, driving conversions at a very low CPA and an exceptional ROAS, monitoring Shopify data to ensure we were driving incremental value.

Once performance was established and we’d populated detailed audiences, we briefed and sourced UGC through our network. This content showcased first-hand the abilities of the various products, using footage shot from the drones themselves over expansive landscapes to highlight just how good these products were, driving people to take action.

The momentum we created:

Since the start of our partnership, Drone Clone Xperts has seen a sustained month-on-month increase in revenue not just through paid advertising, but organic and direct due to the efforts of our brand-led top of funnel campaigns.

By structuring Meta Ads to focus on new customer acquisition and narrowing the themes that drive performance, we’ve created a scalable strategy that has so far driven in excess of six figure revenue at a profitable return-on-ad-spend, and performance only continues to improve.

Meanwhile our margin focused Google strategy has not only increased revenue year-on-year, ROAS on non-branded traffic is higher than ever before which only further cements Drone Clone Xperts as a contender for the fastest growing Drone merchant in the US.