THE CHALLENGE
The Blind Spot Before the Black Friday Rush
TEVEO, the dynamic gym apparel brand known for its figure-flattering women's and men's sportswear, faced the ultimate pre-peak challenge: maximizing performance in the notoriously cut-throat Q4. Lacking reliable, transparent multi-touch attribution, and with historical data proving untrustworthy insights, aggressive scaling was too risky back then.
With the strategic expertise of the Google Ads agency, Touchpoint, and the real-time Attribution data provided by Klar, they aimed to finally turn their Google Ads channel from a modest traffic source into a massive revenue driver.
TOUCHPOINT'S APPROACH
Getting to the Core with Klar Pulse
Touchpoint's approach centered on Klar's capability to provide live, accurate attribution with Klar Pulse, allowing them to make timely, high-leverage decisions and uncover hidden profit.
Klar's Marketing Mix Model (MMM) Attribution revealed profitable new customer segments on Google Generic that standard Last-Click attribution had previously obscured. This gave Touchpoint the confidence and justification to invest heavily in a previously underutilized channel. This continuous, real-time data stream enabled Touchpoint to immediately identify imminent demand spikes (Peak Phases).
THE BOOSTER
The Tactical Execution of Intra-Day Bidding
With given real-time performance data, Touchpoint moved beyond fixed daily targets and engineered a high-agility bidding model for TEVEO.
They implemented a rigorous process of proactive adjustments to campaigns, budgets, and Smart Bidding Strategies (SBAs) in Google Ads, based on current performance data. Using Intra-Day Bidding, they dynamically adjusted bids and budgets multiple times a day in direct reaction to the hourly performance trends and target ROAS.
This way, Touchpoint successfully managed a high-growth budget expansion of +216% during Black Week.
THE RESULTS
Conclusion: Lifting Limits and Maximizing Profit.
The combination of Touchpoint's strategic execution and Klar's real-time signals led to a new PB performance for TEVEO:
- Lifting Limits: Black Week Revenue skyrocketed by +327%.
- Profit-First Growth: Contribution Margin 2 (CM2) grew +120% Year-over-Year, demonstrating efficient, sustainable scaling.
- New Customer Dominance: New Customer Revenue increased by +60% and New Customers (NC) by +44% YoY, confirming the success in activating Google as a core acquisition channel.
- Efficiency Maintained: ROAS improved by +35% in Black Week despite a +217% budget increase.
The successful Black Week performance underscores the necessity of agile and data-driven optimization in Google Ads, particularly in highly competitive sales phases. What's needed for this? The ability to swiftly react to demand spikes, intelligently allocate budgets, and target new profitable customers - all based on reliable, live Attribution data.
