Contents of the case
Media
Initial data
Whole works
- /01 Prepare a valid product feed for Google Merchant Center
- /02 Scaling the operations of an advertising agency
- /03 A threefold increase in revenue
- /04 Increase in ROAS
- /05 Attracting new customers
Issues and overall strategy
The client reached out with the goal of scaling her ad campaigns, attracting new customers, tripling profitability, and improving ROAS metrics.
She had been setting up her ads on her own but said she needed help with scaling.
The ad account had been set up previously. A branded search ad campaign and PMax (product) ad campaigns were running and were showing fairly good results.
Before beginning our collaboration, we conducted a detailed audit of the ad account.
At the start of the collaboration, we conducted a website audit, followed by the preparation of technical specifications for its improvement.
Based on the previously developed marketing strategy and the ad account audit, we formulated a series of tasks to scale up the ad account’s performance:
- verify analytics settings;
- prepare recommendations for improving the website, product titles, and descriptions;
- update the list of bestsellers;
- set up Google Shopping & PMax product ads with clustering by category;
- set up audiences of users who added a product to their cart or began the checkout process;
- optimize and cluster the brand search ad campaign;
- Configure Google Shopping & PMax product ads for priorities and promotions;
- Configure Google Shopping & PMax for the sales funnel;
- Set up video ads and banner ad campaigns.
What was done
- We analyzed the product feed and prepared technical specifications for a programmer to create a new data feed;
- We conducted a competitor analysis;
- We performed a detailed website audit and prepared technical specifications to improve the site’s structure for a better user experience;
- We analyzed product titles and descriptions and prepared technical specifications for their improvement, as these two aspects receive the most attention when launching product advertising campaigns;
- We updated the list of bestsellers for a specific advertising campaign;
- prepared audiences for the sales funnel to facilitate the subsequent launch of advertising campaigns as part of scaling efforts.
Results
| Options | At the start of the work | In 9 months | Difference |
|---|---|---|---|
| Impressions | |||
| Impressions | 495245 | 425084 | -14% |
| Clicks | |||
| Clicks | 8304 | 7809 | -6% |
| CTR | |||
| CTR | 1,68% | 1,84% | 0,16% |
| Average cost per click | |||
| Average cost per click | 9,38 | 10,04 | 11% |
| Conversions | |||
| Conversions | 448,61 | 236,26 | 90% |
| Conversion rate | |||
| Conversion rate | 2,11% | 4,91% | 2,80% |
| Conversion cost | |||
| Conversion cost | NDA | NDA | -47% |
| Conversion value | |||
| Conversion value | NDA | NDA | 62% |
| ROAS | |||
| ROAS | 3,32 | 5,34 | 61% |
