MINNEAPOLIS, MINN. October 30, 2023 – Ovative Group, a national, independent media and measurement firm, is a Google Premier Partner Awards winner in Online Sales and a finalist in Lead Generation. The Google Premier Partner Awards spotlight partners’ outstanding work in driving impact for clients. Ovative was awarded the Online Sales award for maximizing its client’s total company revenue while shifting its marketing mix to drive faster growth from online-driven sales.
Search interest in home décor, the client’s primary category, had consistently trended down since COVID-19. This decline in search interest drove a more competitive auction, with more competitors bidding for fewer searches YoY. Ovative’s Holistic Search team, which strategically integrates SEO and SEM optimizations, applied a diverse array of tactics to achieve its goal of maximizing total company revenue and driving faster online sales growth.
Most notably, Ovative utilized Google’s Performance Max product to scale online revenue, contributing to a 1,000% increase YoY and accounting for 41% of the total revenue scale. Additionally, by driving users to local listing information with Performance Max, the client saw a 700% increase in store traffic while decreasing Cost Per Click (CPCs). Within Brand Search, the team transitioned its tactics to smart bidding, which uses Google AI. These efforts drove a 70% reduction in spend without any loss in traffic YoY.
Bottom-line business impact was significant, primarily driven by an increase in traffic and conversion rate. In less than three months, Ovative scaled online revenue by +100% YoY while increasing ROAS by +45% YoY for the business.
“Ovative’s customer-centric approach combined with Google’s portfolio of products is a differentiated recipe for success. Our experts are relentlessly focused on driving measurable business transformation, and we are equally as invested in success as our clients.” – Ericka Strickland, VP of Holistic Search
Its approach to media measurement, called Enterprise Marketing Return (EMR), is transforming the measure of marketing success. EMR aligns business leaders to metrics that matter the most, looking beyond traditional metrics like Return on Ad Spend (ROAS). This unified optimization metric is measured by MAP, Ovative’s unified marketing measurement tool. MAP provides the most comprehensive view of marketing programs, combining customer data and advanced modeling to unlock incremental revenue and customer potential.
Ovative has grown exponentially in recent years, expanding its client base to include top brands from industries such as retail, CPG, healthcare, hospitality, and more. Included in this list are accessory and lifestyle brand Tapestry (housing Coach, Kate Spade New York, and Stuart Weitzman); wellness technology company, Sleep Number, and many others. In the past two years alone several new brands, including home and holiday superstore, At Home; and leading private online health insurance marketplace, eHealth, joined Ovative’s impressive roster.
See the full list of Google Premier Partner Award winners here.
ABOUT OVATIVE GROUP
Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging our deep industry expertise, we help brands like Domino’s, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself.
At Ovative, we don’t just track data, we redefine success. How do we do it? Our proprietary MarTech platform, EMRge™ helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first MarTech platform to measure businesses holistically. We’re all about raising the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land. For more information about Ovative, visit our website or follow Ovative on Facebook, Instagram, LinkedIn, and Twitter. For media inquiries, please contact [email protected].
