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Natural Selection, a prominent brand under the multi-state operator Ethos Cannabis, is a major player in the B2B cannabis space across Pennsylvania and Massachusetts.
The brand’s primary objective was to increase revenue and orders while minimizing cost per user acquisition, despite strict advertising regulations in the cannabis industry.
Solutions
Spokes Digital executed targeted Google Search and Display Ads tailored specifically for the cannabis enthusiast audience.
The campaign significantly increased revenue and online orders while maintaining efficient acquisition costs.
Data-driven optimization delivered strong conversion growth and scalable performance across MA and PA markets.
| Campaign | ROAS | CTR | Revenue | CPA | CPC |
|---|---|---|---|---|---|
| Meta Ads (3 Months) | 390% | N/A | N/A | N/A | $1.3 |
What PPC performance challenges was the client facing before partnering with Spokes Digital?
The clients who preferred not to work with Spokes Digital were encountering several issues in their business, some of which include:
1.Advertising Restrictions: Fighting platform-specific restrictions on advertising (Google, Meta platforms) that often shadow-ban advertising-related keywords.
2.High Cost-Per-Acquisition (CPA): There were bidding inefficiencies that led to costly clicks but did not get conversions.
3.Limited Reach: Leveraging only organic and basic search ads, which had failed to reach their potential customers on the wider web.
4.Lack of Attribution: The inability to follow the client journey from the initial click to the ultimate point of purchase, to know the actual advertising campaign responsible for influencing revenue.
1.Advertising Restrictions: Fighting platform-specific restrictions on advertising (Google, Meta platforms) that often shadow-ban advertising-related keywords.
2.High Cost-Per-Acquisition (CPA): There were bidding inefficiencies that led to costly clicks but did not get conversions.
3.Limited Reach: Leveraging only organic and basic search ads, which had failed to reach their potential customers on the wider web.
4.Lack of Attribution: The inability to follow the client journey from the initial click to the ultimate point of purchase, to know the actual advertising campaign responsible for influencing revenue.
How did Spokes Digital improve the client’s ROI through advanced PPC optimization?
Spokes Digital focused on moving away from "vanity metrics" to "profit metrics". Meaning, instead of focusing on clicks, which aren't necessarily driving more revenue, the focus was on ROAS. This was achieved through:
1.High Intent Keyword Targeting: Change in tactic from general and costly keywords to long-tail, high-intent keywords, reflecting an intent-to-buy behavior.
2.A/B testing and creative iteration: To determine what performs best, the copy and creative are continuously tested. In other words, every dollar was spent on winners.
3.Funnel-based Strategies: Employed a full-funnel approach, where nurtured leads at awareness, consideration, and conversion rather than just "blasting" ads.
1.High Intent Keyword Targeting: Change in tactic from general and costly keywords to long-tail, high-intent keywords, reflecting an intent-to-buy behavior.
2.A/B testing and creative iteration: To determine what performs best, the copy and creative are continuously tested. In other words, every dollar was spent on winners.
3.Funnel-based Strategies: Employed a full-funnel approach, where nurtured leads at awareness, consideration, and conversion rather than just "blasting" ads.
How did Spokes Digital use programmatic advertising to expand the client’s reach and conversions?
Since regular social media platforms often restrict cannabis and CBD advertisements, Spokes Digital has applied the use of Programmatic Advertising to bypass such hurdles:
1.RTB: Used by automatically buying ad space on high-traffic non-endemic websites, which are also compliant and brand-safe.
2.Advanced Audience Segmentation: Using more than 500+ targeting data points-household income, online shopping habits, lifestyle interests, find the "perfect buyer" anywhere online.
3.Multi-Device Reach: Keeping the brand top-of-mind with ad serving across both mobile apps and desktop sites, even extending to Connected TV (CTV).
1.RTB: Used by automatically buying ad space on high-traffic non-endemic websites, which are also compliant and brand-safe.
2.Advanced Audience Segmentation: Using more than 500+ targeting data points-household income, online shopping habits, lifestyle interests, find the "perfect buyer" anywhere online.
3.Multi-Device Reach: Keeping the brand top-of-mind with ad serving across both mobile apps and desktop sites, even extending to Connected TV (CTV).
What specific PPC strategies helped the client reduce wasted ad spend?
Spokes Digital utilized many "drain-plugging" methods to ensure that it used its budgets effectively
1.Negative Keyword Management: Blocking aggressively unwanted search keywords that were triggering ads but were never resulting in any sales.
2.GEO Fencing & Localization: Ensuring that no more than a certain geographic area or "delivery zones" within which the clients' products were legal, was targeted, so that no unnecessary clicks occurred.
3.Ad Scheduling (Day-Parting): Studying the data to determine the time during which the users were most active and serving the ads during those periods.
1.Negative Keyword Management: Blocking aggressively unwanted search keywords that were triggering ads but were never resulting in any sales.
2.GEO Fencing & Localization: Ensuring that no more than a certain geographic area or "delivery zones" within which the clients' products were legal, was targeted, so that no unnecessary clicks occurred.
3.Ad Scheduling (Day-Parting): Studying the data to determine the time during which the users were most active and serving the ads during those periods.
How did Spokes Digital leverage 14+ years of PPC expertise to turn around the client’s campaign performance?
Spokes Digital has more than a decade's worth of experience and uses a "tried and tested" approach:
1.Knowledge of Regulations: Their in-depth knowledge of the legal environment helped them craft an ad with a compliance check-passing headline and a catchy body.
2.Proprietary Technology: Leveraging their "Scalify" and AI capabilities to optimize bids at a pace that no human team could match while reacting to market changes in real-time.
3.Cross-Channel Synergy: PPC Campaigns were integrated with SEO and Social to form a single marketing engine that strengthened the message of the brand across all channels.
1.Knowledge of Regulations: Their in-depth knowledge of the legal environment helped them craft an ad with a compliance check-passing headline and a catchy body.
2.Proprietary Technology: Leveraging their "Scalify" and AI capabilities to optimize bids at a pace that no human team could match while reacting to market changes in real-time.
3.Cross-Channel Synergy: PPC Campaigns were integrated with SEO and Social to form a single marketing engine that strengthened the message of the brand across all channels.
What measurable improvements did the client see in click-through rate and conversion rate after Spokes’ involvement?
Spokes Digital typically observes significant shifts in performance measures with its clients, albeit this varies from client to client.
1.Click-Through Rate (CTR): Because optimized results are more appealing and relevant, they usually see an increase that is two to five times greater than the conventional industry standards.
2.Conversion Rate (CVR): Double-digit improvements in conversion rates, or twice as many conversions for the same number of visits, are frequently seen when landing pages are optimized, and users with strong conversion intent are targeted.
1.Click-Through Rate (CTR): Because optimized results are more appealing and relevant, they usually see an increase that is two to five times greater than the conventional industry standards.
2.Conversion Rate (CVR): Double-digit improvements in conversion rates, or twice as many conversions for the same number of visits, are frequently seen when landing pages are optimized, and users with strong conversion intent are targeted.
How did Spokes Digital improve budget efficiency for the client’s PPC campaigns?
Data-driven allocation increased budget efficiency:
1.Performance-Based Scaling: They employed a "winners-stay" strategy in which funds were dynamically transferred from unsuccessful campaigns to those with the best return on assets.
2.Lowering CPA: Spokes Digital was able to win ad auctions at a cheaper cost by honing targeting and raising the "Quality Score" of advertising, which decreased the total cost per acquisition.
3.Automated Bid Management: AI is used to forecast and set bids at the ideal level to guarantee top spots without going over budget for the click.
1.Performance-Based Scaling: They employed a "winners-stay" strategy in which funds were dynamically transferred from unsuccessful campaigns to those with the best return on assets.
2.Lowering CPA: Spokes Digital was able to win ad auctions at a cheaper cost by honing targeting and raising the "Quality Score" of advertising, which decreased the total cost per acquisition.
3.Automated Bid Management: AI is used to forecast and set bids at the ideal level to guarantee top spots without going over budget for the click.
