CB/I + Melinda Maria - Partners in Growth

Melinda Maria is a designer jewelry brand based in LA that creates unique and glamorous designs that are worn and promoted by iconic celebrities including Julia Roberts, J. Lo, the Kardashians, and Michelle Obama.

In the beginning of 2021, though, Melinda Maria experienced a sharp decline in revenue. Their existing campaign structure on Google was limited to only 2 campaigns and no non-brand presence. Best selling items were also frequently out of stock, forcing them to regularly pause campaigns, negatively impacting the algorithm. CB/I was brought in to reverse the downward trend, reorganize their approach, and put the company back on track for growth.

We restructured their search campaigns and expanded their reach, introducing both non-brand campaigns and Dynamic Search Ads.

Once the campaign structure was fixed, we applied CB/I’s proprietary AI technology - Playmaker - to automate keyword bidding, lowering CPCs, improving ROAS, and freeing budget to test new campaigns and creatives.

After implementing Playmaker, Search revenue grew by 41% over the previous year, while spend and CPC decreased by 43% and 50%, respectively. ROAS on Branded Search rose more than 40%.

For Google Performance Max, we split their single campaign into multiple campaigns based on product category, which helped allocate more spend toward higher-performing products, control ROAS, and give visibility to more items.

Revenue grew 31% and these new campaigns accounted for 20% of revenue in Q, contributing strongly to the 75% increase YoY in overall channel revenue.

To tackle their inventory issues, we developed another proprietary software platform - Conative - which aggregates product data from multiple sources to a single, customizable dashboard, and uses AI to create projections and recommendations on inventory buys. This allowed Melinda to plan more accurately and further in advance, ensuring products wouldn’t be out of stock, and maximize returns on each product.

After only two months, we were able to double monthly sales, $600k in June 2021 to $1.2 million in August 2021.