In the competitive world of eCommerce, achieving an exceptional return on ad spend (ROAS) can feel like chasing a moving target. Yet, La Maison Simons has not only managed to capture this elusive goal but has turned it into a repeatable outcome. The successful implementation of Channable’s tools allowed Simons to optimize campaigns in a way that isn’t just about numbers but strategy. Let’s dive into the practical steps that entrepreneurs, business owners, and startup founders can take to replicate this success.
Key Insights From La Maison Simons’ Strategy
La Maison Simons focused on one essential principle: stop allowing algorithms to control everything. Instead, they introduced dynamic product segmentation, a move that let them regain control of ROAS. This strategy is not just about dumping underperforming products; it’s about leveraging real-time data to ensure underutilized products also have an opportunity to contribute.
1. Shift to Performance-Based Segmentation
Traditional segmentation, such as by category or season, often funnels too much budget into top-performing products. Simons turned this approach upside down by using Channable Insights to create segments like "Star," "New Arrival," and "Zombie" products. Each category was tied to unique goals instead of relying on generic ad spend rules.
For instance, underperforming products, once neglected, received calculated exposure and still yielded a meaningful contribution. This approach alone spiked their ROAS growth by almost 87%.
2. Dynamic Updates Every Two Weeks
Instead of sticking to outdated 30-day performance windows, Simons reduced their report cycle to 14 days. This allowed quicker decisions and agile campaign changes based on what was currently working. Entrepreneurs running ads for a newly launched product or experimenting on Instagram should learn from this approach: shorter analysis cycles bring sharper precision.
3. Cross-Channel Optimization
Simons didn’t confine their ROAS ambitions to one platform. They rolled out their data-driven segmentation strategy across Google, Meta, TikTok, and Criteo. Consistency in applying insights across platforms ensured improved alignment in user targeting and maximized ad efficiency.
How Entrepreneurs Can Apply These Strategies
Here’s a quick guide to get started with a similar approach:
Step 1: Evaluate Your Product Inventory
Group your inventory into three categories:
- Star products: Popular items generating solid revenue.
- Zombie products: Underperformers that need adjusted exposure.
- New arrivals: Items that require customer discovery-driven experiments.
Step 2: Use Analytical Tools
Tools like Channable Insights or even simpler alternatives like Google Analytics can help track product-level performance in real time.
Step 3: Focus on Shorter Performance Windows
Don’t wait for monthly reports to make changes, switch to bi-weekly performance tracking.
Step 4: Diversify Campaign Platforms
Apply segmentation strategies across all channels where your shoppers might be. A top-performing product on Meta could turn into a poor ROI product on Pinterest.
Step 5: Set Goals for Each Segment
For traditional “Zombie” products, the goal isn’t just sales growth, it’s to convert clicks into eventual breakthrough sales. Meanwhile, for New Arrivals, focus on visibility.
Most Common Mistakes When Trying to Boost ROAS
While plenty of strategies exist, the execution can easily go wrong. These are the pitfalls to avoid:
- Only Spending on Star Products: Ignoring other segments could potentially harm long-term revenue pipelines.
- Trusting Algorithms Blindly: Simons noticed that letting Google’s PMax campaigns run on autopilot favored high-ad-spend products, leading to inefficiency.
- Static Segmentation: Categories shouldn’t be forever fixed. What’s a "Zombie" now may evolve into a best seller.
- Overlooking Inventory Readiness: Marketing a product that is out of stock or in limited sizes leads to wasted money.
Deep Insights for Entrepreneurs
Simons’ experience shows that automation doesn’t mean losing control. By combining dynamic data monitoring with manual strategy fine-tuning, they found a hybrid approach that works. Automation can assist but not replace high-level oversight in your campaigns. Moreover, every inventory deserves to be analyzed, even those items you're tempted to ignore.
ROAS, after all, is both a numerical goal and a strategic measure. When done right, you’re not just spending money wisely; you’re building stronger pathways for customers to discover, engage, and purchase beyond obvious ad favorites.
The Results Are Worth It
La Maison Simons reportedly observed their overall ROAS improve by almost 700% after these strategies were implemented. On top of this, their CPC fell by 19%, a clear testament that intent-based segmentation is not just about increasing returns but also reducing costs.
Adopt their methods. Analyze your segmentation rhythm. Invest in tools like Channable, while remaining proactive with updates. You'll not only see better margins but also deepen your understanding of your audience, a factor rarer than any software advantage.
For more about dynamic segmentation, explore Channable’s blog post on ROI strategies and see actual cases of success today.
FAQ on Boosting ROAS Like La Maison Simons
1. What was the key strategy used by La Maison Simons to boost ROAS?
La Maison Simons used performance-based product segmentation powered by Channable Insights to classify their inventory into categories like Star, Zombie, and New Arrival products, allowing tailored goals for each group. Learn more about Channable’s segmentation strategy
2. Why did La Maison Simons switch to a shorter reporting window?
Simons shortened the analysis cycle to 14 days to quickly adapt campaigns based on current performance metrics, enabling faster and more precise adjustments. Read about Simons’ agile campaign updates
3. How does dynamic segmentation outperform traditional methods?
Dynamic segmentation avoids static, inefficient budget allocations by leveraging real-time data to distribute resources across high-potential and underutilized products. Learn more about dynamic segmentation at Channable
4. Which platforms did La Maison Simons optimize using their strategy?
Simons applied their segmentation strategy across Google, Meta, TikTok, Pinterest, and Criteo to maximize ad efficiency across platforms. Unlock cross-channel optimization insights
5. What were the results of implementing Channable’s tools?
Simons saw a 700% ROAS improvement, a 19% CPC reduction, and enhanced CTR metrics without increasing their ad spend. Discover how ROAS surged at Simons
6. How did La Maison Simons handle underperforming products?
Instead of ignoring “Zombie” products, Simons gave them calculated exposure to convert clicks into meaningful sales, boosting revenue contributions from overlooked inventory. See zombie product strategy details
7. What tools can entrepreneurs use to track product-level performance?
Tools like Channable Insights or Google Analytics provide real-time data that enables marketers to monitor and optimize product performance effectively. Learn more about Channable Insights
8. Why should marketers avoid trusting algorithms blindly?
La Maison Simons discovered that algorithms like Google’s PMax often favored high-ad-spend products, leading to inefficiency and requiring manual intervention for better oversight. Explore Simons’ insights on regaining control
9. What common mistakes should entrepreneurs avoid in ROAS optimization?
Mistakes include relying solely on star products, maintaining static segmentation, and marketing out-of-stock products. Dynamic updates and customized goals address these pitfalls effectively. Read more about avoiding ROAS mistakes
10. Where can I learn more about Channable’s eCommerce tools?
Channable offers solutions like product feed optimization and campaign automation to help marketers scale and improve ROAS. Learn more about Channable’s eCommerce tools
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.