Case Study: After 4 Weeks Sales Double For the eCommerce Store

Before:

1st Sept to 30th Sept:

👉 Total Sales: $8,004.70

👉 Orders: 39

>>>>>>>>>>>>>>>>>>>>>>>>>>

After:

1st Oct to 31st Oct:

👉 Total Sales: $16,212.78

👉 Orders: 77

OVERVIEW:

This eCommerce store client target age groups between 25 to 55 and provide a wide range of products for men and women at the best price.

We are working with this client for almost the last 2 and a half months. When we started a contract with this client at that time Google ads results and other channel results were not as per client expectations. We started work with the objective of increasing sales volume through Google ads as well as from other channels.

This store was getting poor organic sales due to less presence in the organic listing. A client was struggling to improve the sales flow through paid ads (Google ads) and organic traffic. We optimized the client website SEO and Google ads point of view which helped a lot to increase the organic traffic and improve the conversion rate.

The client started to see improvements in the results within a few weeks and we compared results from Sept and Oct month. We Generate double sales in Oct month as compared the Sept month. A client said this is an unbelieve improvement. Now, we are working to take this client business to next level.

CHALLENGES:

We faced a lot of challenges in this store because the website was not optimized from any side and the Google ads campaign structure was also poor. We spend enough time preparing a recommendation doc that explained to clients and developers what changes we required on the website to achieve the expected results.

WEBSITE & PRODUCT PAGE OPTIMIZATION:

Website & product page optimization is a top priority task when you run an eCommerce store because google pulls data related to products from the website. We optimized the below part of the website & products.

On-Page Optimization: On-page optimization is one of the most important section that help to improve a website’s position in the search rankings. We optimized website meta-tags, structural text elements, Internal links, and structure, much more that helped to improve website presence in organic results and increase the traffic flow.

Improve Loading Speed: As we all know fast website loading speed helps a lot to increase the conversion rate. We increased the website loading speed for desktop and mobile to decrease the bounce rate and increase the sale flow.

Product Detail Page: Useful product page information convince us to audience take desired action so we focused on the blow parts of the product detail to optimize:

Images from every angle of the product.
Ability to zoom into an image.
Video overview.
Q & A.
Reviews.
Detailed product specifications & benefits.

PRODUCT FEED OPTIMIZATION:

Product feed optimization is an integral part of the success of eCommerce stores. Because google fetches all data from the product feed to display ads in front of users, if your feed is well optimized then Google will display your ads to the right audience. We performed the below tasks to optimize the feed.

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 help 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.

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:

We created Search, Shopping, and Performance Max campaigns.

Search Campaigns: We took advantage of the historical data and launched search campaigns only for the best-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 ads extension to display more information in each ad.

In each ad group, we used keywords in the phrase match. We added pre-negative keywords too to prevent unwanted clicks.

Launched DSA Campaign: DSA stands for dynamic search ads. We set up a DSA campaign to exclude keywords that were using the search campaigns and brand. DSA campaign triggered a new search term that converted to generate sales.

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

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

Performance Max Campaigns: We launched performance max campaigns only for the best-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 select 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% budget after reviewing weekly performance.

Competitors Campaign: We have launched a new campaign and used competitors’ names as keywords to display our ads when users search for competitors. We are getting good results from competitors’ campaigns because the client was selling a similar type of product at an affordable price.

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 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 increase daily spending.