Righteous Felon Partners with HawkSEM to Enhance PPC Efforts & Double Conversions

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About Righteous Felon

For more than a decade, Righteous Felon Craft Jerky has made a name for itself through its boldly flavored beef jerky products made in the USA from USA-sourced ingredients. Through the use of premium, pasture-raised black-Angus beef sourced from American farms that produces a steakhouse quality cut and texture.

The Goal

Righteous Felon came to us for help hitting their return on ad spend (ROAS) goals. They were also looking for a digital marketing plan that would allow them to manageably scale their business.

The Results

56%

Increase in conversions

84%

Increase in revenue

27%

Increase in ROAS

The Challenge

After digging into Righteous Felon’s current campaigns and marketing efforts, we saw there was a need to mitigate wasted ad spend. We also needed to do some restructuring in order to improve match-type coverage and budget allocation.

The Solution

To help Righteous Felon reach its goals, we restructured the brand’s accounts to lessen the wasted ad spend, then added more strategic campaign structures. From there, we conducted strategic budget planning and spend forecasting to guide direction on when and how to make the most of their ad spend.

We also provided strategic promotional support to get even greater results during sales periods that they already knew to perform well. We also leveraged Google Merchant Center and product feed optimizations to improve coverage within search queries.

Righteous Felon YoY KPI Change Percent

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Restructured PMAX campaigns to mitigate product overlap

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Included higher performing audience signals in PMAX

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Focused on CRO initiatives to improve landing page experience and Quality Score

The Impact

We have helped the Righteous Felon team achieve outstanding results through the strategic tactics above. With their help, collaboration, and buy-in, we’ve seen monthly conversions more than double from initial forecasted projections while year-over-year revenue skyrocketed by 90%.

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