Case Study: How We Generated £70k With 9.5x ROAS By Google Ads In 48 Days.

• Targeted Country: UK
• Cost: £7.35k
• Conversion Value: £70k
• ROAS: 9.5x
• CTR: 5.07%

OVERVIEW:

In this eCommerce store, our client is selling home decor products through Google ads. This client has 250 plus products including variants. We manage google ads for this client with the aim to profitably scale eCommerce revenue.

We have been working with this client for more than 3 months. When we started a contract with this client at that time Google ads results were not as per the client’s expectations. We started work to increase conversions through Google ads on a profitable ROAS which was around 2x.

This store was getting low conversion rates from organic, direct, and other channels traffic because the website required a lot of improvements to increase the conversion rate.

This store was also not getting the expected results from google ads due to poor campaign structure, wrong keywords, wrong target audience, bid strategies, etc.

From day 1 we set up our goal to hit a more than 1M conversion value within the next 12 months with ROAS 6x plus because we always want to give more results to our clients as per their expectations.

CHALLENGES:

In this store, we have faced so many challenges because a lot of improvements were required in the website and Google ads campaigns account. We spent sufficient time preparing a recommendation doc that explained to the client and his developer what changes we required on the website to achieve the expected results.

The existing set-up campaigns structure was not good so it was very difficult for us to optimize campaigns and improve the results. As we all know the value of the right campaign structure. It helps a lot to show ads to the right audience and optimize campaigns easily to generate good results.

WEBSITE & PRODUCT PAGE OPTIMIZATION:

Increasing the conversion rate, website & product page optimization is a top priority task especially when you run ads for an eCommerce store. Users read the entire information about the products before buying them. We optimized the below part of the website & products.

Improve Loading Speed: Fast website loading speed helps to increase the conversion rate, with the help of developer website loading speed improved for desktop and mobile which impacted a lot on the sale flow.

Product Detail Page: Precise product information convince the audience to take the desired action but this store’s products didn’t have good info so we focused on the below parts to optimize product detail:

• Images from every angle of the product.
• Ability to zoom into an image.
• Video overview.
• Q & A.
• Reviews.
• Detailed product specifications & benefits.Mentioned Offer On Website:

Q4 is the sales peak for every year. We discussed with this client and planned for hot offers because shoppers always gravitate toward deals, and offers help to increase the CTR and sales.

OPTIMIZED PRODUCT FEED:

Product feed Optimization is crucial if you want to have any shot at standing out in a field of crowded competitors, especially during a lucrative time like the holiday season.

• We have done feed optimization like:
• Optimized product title & description
• Choose the attractive front product image
• Sales & merchant promotions
• Fixed all disapproved product in GMC
• After product optimization we got result in the following benefits:
• Drive more traffic to product listings.
• Increase product and brand visibility.
• Improve conversion rates and boost sales.

CAMPAIGNS SETUP:

According to our prepared strategy, we run Search, Shopping, Performance Max & Discovery Campaigns.

Performance Max Campaigns: We launched performance max campaigns only for the performing products according to historical data. We created proper assets in each Pmax campaign with proper images and text.

In the Audience signal, we selected customer data, In-marketing audience, and custom audience, and selected the proper demographics setting to give the right signal to Google about the target audience.

Shopping Campaigns: We launched standard shopping campaigns with proper structure. In each campaign, we did proper grouping based on the products so we can optimize them in the deep label and send only quality traffic on the website.

We launched standard shopping campaigns for all products to find more winners.

Discovery Campaigns: We launched discovery campaigns with product feed and proper structure. We created proper assets in each discovery campaign with proper images and text.

In the Audience signal, we selected customer data, In-marketing audience, and custom audience, and selected the proper demographics setting to give the right signal to Google about the target audience.

Search/PPC Campaigns: We took advantage of the historical data and launched search campaigns only for the performing products and categories for dedicated target locations.

We researched the most relevant & high buying intent keywords and did proper keyword grouping, and wrote ad copies with attractive extensions. In each search campaign, we used proper ad extensions to show more information in each ad.

OPTIMIZED CAMPAIGNS:

Search & Standard Shopping Campaigns: We optimized the search and standard shopping campaigns from every corner and focused on the performing keywords / Products, ad groups, and campaigns.

• Paused all non-performing keywords & products
• Optimized search terms to close the door for all irreverent and unwanted search terms.
• Optimized bid to increase impression share to get more clicks and sales
• Paused non-performing ads in search campaigns
• Paused poor CTR ads in the search campaigns
• Optimized ads with new angles and ideas in search campaigns
• Excluded non-performing products in standard shopping campaigns
• Optimize bid basis on the devices, geographics, and demographics performance

Performance Max Campaigns: Basis on the data we exclude products in Pmax campaigns that were not performing. We observed the Pmax campaign on the geographics and channel basis performing and taking the next action to scale campaigns.

SCALING:

Search SKAG Campaigns: We have launched new SKAG campaigns to give a dedicated budget to performing keywords and products. And increased by 20% after reviewing weekly performance.

Launched New Search Campaigns: We launched new search campaigns based on the shopping campaigns converted search terms that help to increase the sales flow.

Launched Smart Search Campaigns: For the best performing products and categories, we launched smart search campaigns that gave a boost to sales and overall ROAS.

Launched PMax Campaigns: We launched new Pmax campaigns with new winner products to display ads for them on different channels. New launched Pmax campaigns also gave a good push to sales flow and we increased daily spending.

Target locations: Initially, we started google ads in the UK because according to historical data this location was producing 70% results. When we improved the overall ROAS then we started to target more countries with a low budget like CA, USA.

RESULTS:

We have put a lots of effort into this store to achieve these results and clients also appreciated our work. Within 48 days, we 9.5x ROAS.