Client Overview
Kiriko Made (kirikomade.com) is a premium Japanese lifestyle retailer based in Oregon, specializing in authentic Japanese fashion, home décor, and lifestyle products. Their product range includes men's and women's clothing and footwear, decorative elements, kitchen utensils, stationery, and accessories - all in traditional Japanese style with emphasis on high quality craftsmanship.
The Challenge
When we began working with Kiriko Made in July 2023, they presented several optimization opportunities:
- Poor campaign structure with unified search campaigns mixing branded and cold traffic
- Single Shopping and Performance Max campaigns combining all product categories
- Diverse product catalog with significantly different performance characteristics across categories
- Target ROAS goal of 3.0x that needed to be improved while scaling revenue
- Need to optimize performance and costs while increasing revenue within the same budget constraints
Our Strategy & Implementation
Phase 1: Campaign Structure Overhaul
- Conducted comprehensive account audit revealing suboptimal campaign architecture
- Immediately separated branded traffic into dedicated Search campaign to protect high-value brand queries
- Analyzed product performance data to understand category-specific optimization opportunities
Phase 2: Category-Based Segmentation
- Completely restructured Performance Max campaigns based on website categories and performance characteristics
- Created dedicated PMax campaigns for each major category:
- Apparel - Men's and women's Japanese fashion and footwear
- Accessories - Traditional Japanese accessories and small items
- Home & Office - Decorative elements and stationery
- Kitchen & Dining - Traditional Japanese kitchen utensils and dining items
- Optimized Merchant Center feed data with category-specific product titles and descriptions
Phase 3: Feed-Only Testing & Local Integration
- Implemented innovative split-testing approach with "Feed Only" Performance Max campaigns (shopping ads only)
- Launched separate local campaign per client request to drive foot traffic to their physical Oregon store
- Integrated local inventory feed in Merchant Center for geo-targeted product visibility
Phase 4: Continuous Optimization
- Systematically tested different audience segments and bidding strategies across categories
- Optimized asset groups based on performance data from split-testing
- Fine-tuned budget allocation between categories based on seasonal demand patterns
- Maintained strict ROAS monitoring while gradually scaling successful segments
Results Achieved
Overall Performance (Excluding Local Campaign)
| Metric | Before | After | Change | Improvement |
|---|---|---|---|---|
| Total Ad Spend | $163k | $129k | -$34k | -20.5% |
| Total Revenue | $506k | $598k | +$92k | +18.3% |
| Overall ROAS | 3.03x | 4.92x | +1.89x | +62.6% |
Key Achievements:
- ROAS increased by over 60% (3.03x to 4.92x)
- Reduced costs by over 20% while growing revenue by nearly 20%
- Restructured account with category-based approach
- Integrated local campaign for physical store
Local Campaign Results (Separate Metrics)
Key Takeaways
The strategic segmentation by product categories was crucial for this diverse catalog, allowing us to optimize each segment according to its unique performance characteristics. The Feed-Only split-testing approach provided valuable insights, with some categories performing better without additional assets. Most importantly, we exceeded the 3.0x ROAS target by 62% while successfully scaling revenue, proving that proper campaign structure and category-specific optimization can drive both efficiency and growth in multi-category retail environments.
Ready to Optimize Your Campaigns?
We increased Kiriko Made's ROAS by 62% while reducing costs. Let's talk about what we can do for you.
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