Country: USA
Cost: $84.4k
Conversions: 3.25k
Conversion Value: $693k
ROAS: 8.21x
OVERVIEW:
In this eCommerce store, our client is selling furniture products through Google ads. A client has 300 plus products including variants. We manage google ads for this client with the aim to profitably scale this store.
We have been working with this client for more than 12 months. When we started a contract with this client at that time Google ads results were not profitable. We started work to increase conversions through Google ads on a profitable ROAS which was around 4x.
This store was getting low conversion rates from organic, direct, and other channels traffic because the website required a lot of improvements to improve the conversion rate.
This store was also not getting profitable results from google ads due to poor campaign structure, inaccurate target audience, bid strategies, unoptimized campaigns etc.
The client wanted to achieve a conversion value at least half million with a minimum ROAS 5.5x during the initial 12 months by Google ads.
From day 1 we set up our goal to hit a more than half million conversion value within the next 12 months with ROAS 7x plus because we always want to give more results to our clients as per their expectations.
CHALLENGES:
In this store, we 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 recommendations doc that explained to the client and developer what changes we required on the website to achieve the expected results and improve conversion rate.
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 know the value of the right campaign structure. Good campaigns structures helps a lot to show ads to the right audience and optimize campaigns easily to generate good results.
WEBSITE & PRODUCT PAGE OPTIMIZATION:
Increase the conversion rate, website & product page optimization is a top priority task especially when you run ads for an eCommerce store. We optimized the below part of the website & products.
Improved Loading Speed: Fast website loading speed help to increase the conversion rate. We improved website loading speed 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 blow parts to optimize product detail:
- Added Images from every angle of the product.
- Added Ability to zoom into an image.
- Added Video overview.
- Added Q & A.
- Increased Reviews Numbers.
- Detailed product specifications & benefits.
Mentioned Offer On Website:
Q4 is the sales peak for every year, we discussed with client and prepared plan for offers because shoppers always gravitate toward deals, and offers help to increase the CTR and sales.
This is especially true on big sales days like Black Friday and Cyber Monday. We promoted offer for BFCM and generated awesome results with high ROAS.
We also run other offers during the year that help to record more conversion data in google ads.
OPTIMIZED PRODUCT FEED:
Product feed Optimizing 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
- Added missing GTINs
- Choose the attractive front product image
- Sales & merchant promotions
- Fixed all disapproved products in GMC
- Added promotion in GMC
- Added products rating and much more
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 STRATEGY:
According to Google ads and website historical sales data we prepared strategy for search, shopping, performance max and discovery campaigns.
When you proceed with Google ads make sure you have right Google ads strategy because it helps to know exactly where to start or what to focus on to generate expected results.
We prepared detail strategy for the search, shopping, performance max and discovery campaigns and took steps according in google ads.
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.
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.
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.
Search Campaigns: We took advantage of the historical data and launched search campaigns only for the performing products and categories for dedicated target locations.
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.
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.
Launched New Search Campaigns: We launched new search campaigns basis on the shopping and 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 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.
RESULTS:
We have put a lot of effort into this store to achieve these results and clients also appreciated our work. We generated a $693k conversion value with 8.21x ROAS.
We Help E-Commerce Businesses to Generate Good Revenue Every Month Using Google Ads If Need Any Help Contact Us!
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