Le Rendez-vous E-commerce · Danilo Mura Duchesnes

Comment on a aidé cette marque à faire +240% d'achats après QVEMA [GUIDE GOOGLE ADS & META ADS]

·31 min·2 clips

Purchases jumped 240% in 10 days after the TV appearance while ROAS rose 60% and CPA fell 40%.

1. Le Rendez-vous E-commerce presents a case study of a confidential French e-commerce brand that appeared on 'Qui Veut Être Mon Associé' (QVEMA) and the Meta and Google Ads strategy built around that broadcast. 2. Host Danilo Duchenne is joined by Elisabetta, a returning guest who has appeared in previous video episodes, and Thomas, a Google Ads specialist at DHS Digital, both of whom worked on this account together. 3. The episode asks: what advertising and creative work must happen before, during, and after a major TV appearance to maximize the sales impact and reduce new-customer acquisition cost? 4. The brand had scaled from an early-2024 budget level to roughly 5× that budget by year end, but by late 2024 and January 2025 the NCAC had degraded because growth depended heavily on repeat customers rather than new acquisition. 5. Before the broadcast, the Meta team avoided CPM spikes by gradually increasing budgets in the days leading up to air date, mirroring an approach they had used for a major promotion in late 2024. 6. A dedicated QVEMA Meta campaign was created alongside existing always-on campaigns, using the three best-performing audiences — interest-based, lookalike, and broad (referred to as 'Brode') — each split into separate ad sets for video and static formats to prevent videos from crowding out statics during the promo. 7. Creative briefs for the broadcast window focused on proven formats rather than new tests: 80% founder-generated content (FGC) videos, voice-over storytelling tracing the journey from QVEMA application to set appearance, and facecam founder recaps presenting the product and offer. 8. Statics followed a split-screen format showing founders photographed on the QVEMA set alongside the brand's best-performing tagline and a 'Seen on TV' badge, with the promotional offer prominently displayed. 9. Thomas built Google campaigns around an unchanged core structure — brand search, brand shopping, PMAX bestseller, PMAX other products, generic search, and two Demand Gen campaigns — adding only a brand-keyword search campaign targeting QVEMA-associated terms. 10. CPC caps on brand search campaigns were removed ('decapped') ahead of broadcast so the account could absorb the expected surge in branded queries without Google throttling spend. 11. On Meta, the broadcast-day budget split shifted from the usual 80% acquisition / 20% remarketing to 60% acquisition / 40% remarketing, with Advantage Plus raised 40%, the creative test campaign 20%, the QVEMA dedicated campaign 20% of total spend, and remarketing up 30%. 12. On Google, Thomas achieved the spend increase by heavily raising budgets while simultaneously lowering ROAS and CPA targets, allowing the algorithm to spend more aggressively even if per-unit efficiency dropped temporarily. 13. Brand search volume during the single broadcast hour matched the total volume from the preceding 30 days, and brand's share of Google investment jumped from 10% pre-broadcast to 40% in the post-broadcast period. 14. Google results over the post-broadcast window: 3× investment, 5× turnover, ROAS up more than 25%, and cost per acquisition down 28%. 15. Meta results over the 10 days after broadcast versus the 10 days before: budget more than doubled, ROAS up over 60%, CPA down about 40%, and total purchases up 240%. 16. Thomas flagged a near-miss: hours before broadcast, the client added roughly a thousand new products to the site without correctly listing them in the Google Merchant Center Shopify app, causing the entire product feed to disappear; the issue was caught and fixed before significant damage occurred. 17. The team used Zinier (a multi-touch attribution tool) to compare broadcast-period performance to a standard day: revenue (CA) was 4× higher, MREA 3×, CDSMA 2.5×, and SIDAFEL 9× — underscoring the importance of examining view-through attribution alongside click attribution during high-visibility periods. 18. The episode is structured as a practical to-do list walkthrough rather than a polished narrative, with Danilo asking sequential questions that draw out tactical details from Elisabetta and Thomas. 19. E-commerce brand owners and performance marketers planning or supporting a major TV media appearance will find this episode most useful. 20. Listeners seeking general beginner-level advertising advice or those not running French-market e-commerce brands may find the specificity of the QVEMA context less applicable.

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