Google Ads case: how we increased sales 8 times and sold almost the entire stock
Product: isothermal waterproof backpacks. Country – Australia.
✓ increase sales, especially in the October-December;
✓ increase brand growth.
Results BEFORE working with the Penguin-team PPC Agency
Results in 3 months:
✓ conversions — 9;
✓ cost per conversion — $ 59.4;
✓ conversion rate — 2.11%;
✓ conv. value — 1,217.5
✓ ROAS — 218 %.
We removed all micro-conversions from the main conversion in Google Analytics, leaving only transactions there.
The Smart Shopping campaign that the client was running we left for observation. Later it became clear that the number of conversions in Google Ads was insufficient, although overall effectiveness of the Smart campaign was satisfactory.
We also created a branding campaign in Google Ads to track brand growth.
We ran a search campaign test with keywords that previously brought conversions. It turned out that the keywords were expensive and unprofitable, so the campaign was turned off.
After that we have launched a few campaigns: a test of the display campaign for remarketing audiences and custom audiences; video campaigns in Google Ads.
As part of our optimization strategy, we divided smart campaign in Google Ads by region: chose the converting regions in Australia and launched Smart Google Shopping campaigns with all products. This strategy started to work well and the number of conversions increased. With rare exceptions, some regions did not work, and selecting entire states was more effective than selecting individual cities.
By the beginning of December, all Smart Shopping campaigns had to be turned off: the assortment was almost completely sold out. We left only the brand campaign.
Results AFTER working with the Penguin-team PPC Agency
Results for 3 months — from September 24th to December 24th:
✓ conversions — 71;
✓ cost per conversion — $ 36.52;
✓ conversion rate — 2.67%;
✓ conv. value — 9,126.25
✓ ROAS — 352%.
Comparison of results – Google Ads case:
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