In This Episode
In this episode, we have shared a case study of a Shopify online store that has managed to increase its sales to above €35,000 and achieved a 16 ROAS. The client had challenges with disorganised Google Ads campaigns, a disapproved Merchant Center, ineffective Pmax planning, and a directionless approach.
Our strategic remediation entailed performing an audit aimed at redesigning campaign organization, solving for Merchant Centre problems, and addressing budget. Of the many changes we made to the campaign structure, we made several changes to the definition of ad groups to improve the keyword targeting.
The results were transformative: ROAS increased from 1.36 to over 16, conversion rates rose beyond eleven, and, more importantly, total earnings expectations were met. The main points are campaign categorisation, adherence to Merchant Center norms, and the continuous process of perfecting them. This case study is a perfect example of how strategic planning may transform a losing campaign into a successful one. For those who have faced similar issues, you can find help here, and we boast our free audits!
How We Turned Challenges into Success: An E-commerce Case Study
The e-commerce world is dynamic, competitive and often it requires significant efforts in order to obtain the high revenue. But it has been demonstrated that even in the case of some of the worst campaigns, ways can be worked out to turn things around and achieve success. Today we present you one of such e-commerce cases with the story of how to increase the revenue of an online sock store up to €35000 and obtain the ROAS of 16. We must separate what the challenges were, the strategic remediation that was made, and what happened next.
Challenges Faced
They faced relatively large barriers of entry at the onset of their journey. Our client’s Google Ads campaign was plagued by inefficiencies that hindered their performance:
- Poor Campaign Organization: The presence of the complicated structure in the Google Ads campaign also indicated that there was poor organization in the campaign.
- Disapproved Merchant Center: The client reported having problems with disapprovals in their Merchant Center for their products not to be displayed in Google Shopping ads.
- Ineffective Pmax Campaign Planning: The Performance Max (Pmax) campaigns were not well strategised hence restricting the scope that the campaigns could achieve.
- Lack of Strategic Planning: As a result, he did not have the foundational framework to optimize his ad placements based on his big-picture goals and lose money on both impressionless adverts and failed marketing campaigns.
In order to make the needed impact, these challenges demanded not only multiple solutions but a multilayered one.
Strategic Remediation
In order to combat these problems, we adopted a number of crucial strategic actions directed at increasing the efficiency of the client’s advertising campaign.
1. Campaign Organization
Our first step was the analysis of the existing campaign structure in order to to identify the areas that require change. These include the following organizational problems that the current audit indicated were contributing to poor performance. Our approach included:
- Rectifying Organizational Issues: We rearranged the campaign, making product categories more reasonable to improve work with them.
- Optimizing Budget Allocation: We also accrued more value to each advertising dollar spent by moving the budgets to the areas performing better.
- Enhancing Ad Relevance: Many strategised ads through having better ad copy and pinpointing possible audiences so that the right products got connected with the appropriate people, thus increased the rates of making audiences have engagement.
2. Merchant Center Remediation
After that we have resolved all problems related to disapproval in the Merchant Center. This was important because a properly integrated Merchant Center is essential for the effectiveness of Google Shopping. Our actions included:
- Resolving Disapproval Issues: We went through all the product listings to determine why they had been rejected and rectified these problems to meet the standard.
- Optimizing Product Feed: By adding better images, descriptions and attributes we improved the product feed and made it more attractive for the potential buyer.
3. Campaign Restructuring
With the Merchant Center issues resolved, we turned our attention to restructuring the campaign:
- Creating Well-Defined Ad Groups: These changes encouraged more specific ad groups based on products, which resulted in better performance of the various parameters set for advertising.
- Optimizing Keyword Targeting: Before placing the ads, we conducted keyword research to ensure that our ad would be viewed by people actively searching for socks.
4. Strategic Planning
The final piece of our remediation plan involved the development of a cohesive strategic plan:
- Aligning with Business Objectives: Since the goal of advertising was to constantly grow our client’s business, we made sure our ads were bound to the big picture to create continuous growth.
- Implementing Ongoing Monitoring and Optimization: These simple practices became the norm: reviewing and tweaking were made possible to ensure that an aspect of the campaign did not lag behind and concomitantly, to fast-track efficiency in response to market changes.
Results
Strategic interventions receive great feedback from the employees to support the general performance improvement and increase. Here are some key outcomes:
Improved ROAS
Increased Conversions
The number of conversions rose significantly as well, with the number of conversions increasing and going beyond the first count of eleven. There was an increase in the number of users interacting with the ads and making subsequent purchases, illustrating enhanced targeting and campaign relevance.
Efficient Budget Allocation
In order to provide the best value to the client we were able to allocate the budget to the networks which would afford us the greatest reach.
Revenue Growth
Finally, what was most inspiring was the dramatic increase in revenue collection which any organization would wish for. Our broad strategy proved its efficiency, as the client’s revenues increased significantly, which they did not expect.
Key Takeaways
This case study highlights several important lessons for e-commerce businesses looking to improve their online advertising efforts:
- Campaign Organization is Fundamental: A well structured Facebook ads campaign means a targeted budget with posts relevant to the times making it important.
- Merchant Center Compliance is Imperative: The approval and rejection problem and the product feeder possibilities are critical for Google Shopping advertising campaigns.
- Strategic Planning Leads to Results: For organizations to realize long-term success and obtain the biggest returns on their investment, it is crucial to form an integrated strategy that is consistent with the goals of a business.
- Ongoing Optimization is Essential: Campaign monitoring and optimization track Market changes so that the campaign can serve its intended purpose in the long run.
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Conclusion
Therefore, this e-commerce case can be concluded that strategic thinking and perpetuated modification in Google Ads can significantly change an e-commerce business perspective and functionality. Through identifying the problems faced by the client and helping the company setup a solution-focused approach for the failed campaign, we helped the client transform the campaign’s poor figures into something positive.
If you are experiencing similar problems in your advertising campaign, do not hesitate to seek help. We offer a free audit so that we can determine the problem areas to address and the best plan of action for your business.
