Niche: Cosmetic
Country: USA
Spend: $29k
Conversion Value: $240k
ROAS: 8.29x
OVERVIEW:
In this eCommerce store, our client is selling cosmetic products through Google ads for age groups between 18 to 55. A client has 200 plus products including variants. We manage google ads for this client with aiming to profitably scale eCommerce revenue.
We have been working with this client for more than 1 year. 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 5x.
This store was getting poor 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 target audience, bid strategies, etc.
The client wanted to achieve a conversion value of at least $240k with a minimum ROAS of 5x during the initial 12 months by Google ads.
From day 1 we set up our goal to hit a $300k conversion value within the next 12 months with ROAS 7x 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.
The client wanted to get results from the United State country and it’s very difficult for us to find the best-performing location due to low conversion data.
STRATEGY:
After a complete analysis of existing Google ads campaigns, website and competitors. We prepared a google ads strategy and decided to launch search, shopping, and performance max campaigns in the initial stage.
Client developer implemented our shared all recommendations within a week and we optimized the products feed which was extremely important before launching Google ads campaigns. We cross-checked the website and product feed then go ahead with the first campaign.
WEBSITE & PRODUCT PAGE OPTIMIZATION:
Improving the results in Google ads, website & product page optimization is a top priority task especially when you run ads for an eCommerce store. Users read entire information about the products before buying them. We optimized the below part of the website & products.
Improve Loading Speed: Fast website loading speed help to increase the conversion rate because poor website loading speed is the cause of poor sales. This store’s loading speed was slow so the first action we took was to improve the website loading speed for desktop and mobile which impacted 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 blow 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.
OPTIMIZED PRODUCT FEED ELEMENTS:
When running shopping ads, product feed optimization is of paramount importance. A fully optimized data feed helps Google determines when and where to show your ads which increases the chance to make more sales. We optimized product feed before launching campaigns. Below are tasks, we performed to optimize the feed.
Optimized Product Title & Description: Existing product titles and descriptions were not providing valuable info to users So we optimized them which helped to increase the traffic and sales flow.
Added Missing GTINs: The Global Trade Item Number or GTIN has become a significant part of the optimization process. Google uses the GTIN to pull from the supplier’s catalog and place your ad into an auction with the other resellers of the same product.
Choose The Attractive Front Product Image: The product Image is the first thing shoppers see when your ad is shown. We used the attractive front product image that helps to stand out our products in the shopping listing.
Sales & Merchant Promotions: In GMC we took full advantage of the promotion option to display specific discount offer that helped us to increase the CTR and conversion rates.
Created Custom Labels: You’re probably already familiar with using custom labels. We have used custom labels to segregate products.
Assigned Product Categories: Product categories provide detailed information about your products to Google that helps customers to find what they’re shopping for and helps you to keep your products organized. We assigned all products to accurate categories that are really important for every e-commerce store.
Added Additional Product Info: We optimized additional product data to provide more information to Google about products so Google can display ads to an accurate audience.
- Age group
- Gender
- Color
CAMPAIGNS SETUP:
According to our prepared strategy, we run Search, Shopping, and Performance Max campaigns.
Search 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. In each search campaign, we used proper ad extensions to show more information in each ad.
Launched DSA Campaign: DSA stands for dynamic search ads. We set up a DSA campaign to exclude keywords that were used in the search campaigns and brands.
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.
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.
OPTIMIZED CAMPAIGNS:
Search & Standard Shopping Campaigns: We optimized the search and standard shopping campaigns from every corner and focus 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 basis on the shopping ads DSA 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 Smart Shopping Campaigns: Basis on the data we found more winners’ products and launched smart shopping campaigns for them that gave a boost to sales and overall ROAS. We paused more and more budget on the performing campaigns to acquire more and more sales.
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 Germany because according to historical data this location was producing 60% results. When we improved the overall ROAS then we started to target more countries with a low budget like Switzerland, Austria etc.
RESULTS:
We have putted a lot of efforts on this store to achieve this results and client also appreciated our work. After just nine months, generated a $240k conversion value with 8.29x ROAS.
We Help E-Commerce Businesses to Generate Good Revenue Every Month Using Google Ads
Leave A Comment