Google Case: brand promotion using Google Ads in the US market
Service: paid advertising in Google Ads.
Client: Manufacturer and online store selling ergonomic baby carriers (kangaroos)
Costs: $1,730 within three months
Result: About 20 transactions per month from Google/cpc, the same number of assisted conversions from Google ads, average ROAS from zero to over 400% per month.
The client turned to the agency as a Google partner for help in optimizing existing campaigns that did not bring any result. He has a good website that converts from other sources (organic traffic, social media ads); set up e-commerce in Google Analytics; a marketer is constantly working on the site itself, new chips are being tested.
The competition in the market is high, the price of the product is above average, which is justified by the unique selling proposition.
It is interesting to work with such clients: the family business, which has grown into a large-scale production, is constantly working on the website and product. The client is ready to make contact and welcomes proposals for further development and changes in strategy and campaigns.
A few words about the product. It is 100% made for people: with love for parents and children. The ergonomics of the backpack lies in the correct form for planting children, which does not harm their joints and does not interfere with proper growth and development. A wide belt and straps do not bend the spine of parents, reduce the load and the likelihood of back pain. 6-9 different variations of this convertible backpack allow you to choose the most comfortable position for yourself and your child, depending on the configuration of the product.
- Search Campaigns
Initially, we audited the account. And we saw that 2 campaigns are working – a search and a video campaign on YouTube.
At the same time, there are many stopped campaigns dedicated to various holidays and events (Black Friday, Christmas, etc.). $620 was spent in one month… And not a single transaction!
There were few keywords in the search campaign, they were broad match. There was a mess in the search queries: there were not many targeted queries, the rest were irrelevant, for similar products (slings, strollers). That is, the first thing the PPC specialist did was to change the campaign settings, collect new keywords using the Google Keyword Planner, collect negative keywords using the Google Keyword Planner and the Ads report on search queries.
In addition, added extensions such as: callout extensions, links, prices, structured descriptions.
We also decided to divide the search campaign into 2 (separate the commercial keywords for which the probability of conversion is maximum into a separate campaign, and collect the rest in the second campaign).
- Display Campaigns
The YouTube campaign didn’t work. It was replaced with a Display Network campaign targeting target and near-target words.
Next, we created audiences for remarketing, since this product does not belong to the category of impulse purchases, respectively, the absence of such a campaign was a significant omission.
The text of the ads in all campaigns included the client’s USP – the product is made in Switzerland, the unique development and design of this kangaroo model is approved by the International Institute of Hip Dysplasia, that is, it is safe for the child and also convenient for parents.
As a result, the CTR and Quality Score increased, moreover, after these changes, 3 conversions were received over the next week.
- Shopping Campaigns
The next step was to create a shopping campaign. The advantage of this campaign is that the ad immediately shows the photo of the product, description, price, store name. For a potential client, there is no surprise in the price or appearance of the product, he understands why he goes to the website, and is more interested.
Moreover, in combination with text ads, shopping ads can be a good addition. Below is a screenshot from the Preview, which shows the client’s ad in the first position and his product ad to the right of the search results.
The client’s website was created on the Shopify platform, which is quite popular in the USA. A light interface allows an internet marketer to make changes to the website without the help of a programmer. Apps (paid and free) are a convenient addition to Shopify, for a PPC specialist, the Google Shopping app will be useful, which automatically creates a data feed for the Merchant Center and updates it on its own.
At the moment, most applications come from brand requests. There are 6 campaigns running:
- search (commercial keywords);
- search remarketing (separate ads for those who have already been on the website and are looking for this product again);
- remarketing in the Display Network;
- two shopping campaigns by state
- A video campaign with the Shopping subtype that displays Google Merchant Center product cards while watching an ad.
The client came with a customized ad campaign that had a lot of errors and didn’t bring in conversions. For 3 months, the result of a return on investment in advertising of more than 400% was achieved using the wide functionality of Google Ads and a properly built strategy. As originally planned, promoting the brand through Display Network ads and a YouTube video campaign resulted in an increase in brand searches.