33
33
Google Ads case study: 4.65X ads revenue growth
6.02.2023
5 min
easy
Business: jewelry (e-commerce). Denmark.
Niche peculiarities:
✓ high competition;
✓ high-cost products;
✓ offline store.
Client goals:
✓ drive more traffic to the website;
✓ increase the number of orders;
✓ achieve advertising ROAS.
Methods used to achieve these goals:
✓ launched Google Shopping;
✓ launched Brand Campaign;
✓ launched Search Campaigns.
✓ launched Dynamic Remarketing Campaigns.
Results of PPC before the Penguin-team stepped in
Results for June, 2022:
✓ costs — 2,791.45 DKK;
✓ income — 16,100 DKK;
✓ clicks — 1,232;
✓ CPC — 2.27 DKK;
✓ conversions — 15;
✓ CPA — 186.10 DKK;
✓ ROAS — 5.77.
Working on the account
- Advertising account audit.
- Drafting recommendations to improve the efficiency of advertising and drawing up a work plan.
- Implementation of recommendations. Account optimization and scaling.
Google Ads Account Audit
Before us, advertising was set up pretty much okay; it delivered the results the client needed. However, there were several important points in the account, the correction and optimization of which would allow it to grow and scale even more.
Our major recommendations based on the audit results:
- Work with keywords. All keywords were initially added in exact and phrase matching; many of them had a low search volume. It didn’t work well to get the results.
- Create Performance Max campaigns. Since the account used Smart Shopping campaigns, we recommended creating Performance Max campaigns; Google would have done automatic transition of all campaigns, but their effectiveness would be questionable, so it is better to do the transition manually.
- Fix targeting settings in Search campaigns. All Search campaigns in the account had the same targeting settings. We recommend that you select «Presence: People in or regularly in your targeted locations» to show ads to people in those specific locations.
- Optimize your bidding strategy. Many campaigns have preferred a manual bidding strategy. It is recommended that you choose the «Maximize Clicks» strategy at the start to get more traffic at the kick-off, and then change the strategy to «Maximize Conversions» or «Target ROAS».
Work plan
Besides the implementation of audit recommendations, we drafted a strategy to work on a Google Ads account, which included:
- Brand campaign optimization.
- Creation of Search campaigns.
- Creation of Standard shopping campaigns.
- Creation of Dynamic Remarketing campaigns.
The client willed to work specifically with Google Shopping to attract more audience. It was one of the priorities. We tested Google Shopping and the campaigns were showing really bad results, so we disabled it and continued with Branded Campaign, Remarketing, and Performance Max.
Results of PPC after the Penguin-team stepped in
After 5 months of work, we managed to achieve positive results for the client, and reduce the cost per click and the cost of conversion. With that, we also increased the amount of relevant traffic to the website, ROAS, and income.
Results for December, 2022:
✓ costs — 9,549.45 DKK;
✓ income — 74,413.40 DKK;
✓ clicks — 5,614;
✓ CPC — 1.70 DKK;
✓ conversions — 55;
✓ CPA — 73.63 DKK;
✓ ROAS — 7.79.
Comparing results of PPC in the jewelry industry: changing dynamics
Check out more study cases in our blog⤵
We are here to help you with setting up and optimizing Shopping Ads, Search Ads, Display Ads, Youtube Ads, Performance Ads, Remarketing for your clients! We help boost sales and improve ROI through PPC for them and scale the agency for you.
