C&E Shoes
CATEGORY: Marketing
How We Scaled Our Client’s Google Ads Account
(From 360% to 917% Monthly ROAS)
Blog Overview
This article is about maintaining a high ROAS % in a period when we like an agency are faced with enormous challenges like Google updates 2022, global inflation, cutting marketing budgets, and other obstacles.
In this blog, we shortly explained how we successfully managed a large Google Ads account structure (with over 1M Revenue) in different periods of the year, and also, we’ll discover our campaign structure approach, research, strategy, and vision for our E-commerce client.
1. Client Overview & Goals
2. Our Challenge
3. Google Ads Strategy
4. Results
5. Performance Max Best Practices
01. Client Overview & Goals
C&E Shoes Los Angeles is a family business that offers handmade, men’s footwear to customers. They carry some of the most exclusive and sought-after European shoe manufacturers. Also, they buy directly in Europe, their pricing is competitive and the shoes they are offering are some of the best prices found on the web.
On that occasion, their goal was to advertise their business only through the Google Ads platform, increase the overall profit, and keep up the monthly ROAS above 4x.
02. Our Challenge
Since we took over the client’s Google Account the main goal was to increase the conversion value and maintain the ROAS above 400% on a monthly basis. The account was based only on ETA’s, branded Search campaigns, and 80% Smart Shopping campaigns.
The Google 2022 updates were already added, the extended text ads were restricted, and the automated transition from shopping campaigns to Performance max campaigns was started.
Our challenge was to find a solution to smoothly transition the strategy from 80% Smart Shopping campaigns to expand the strategy into Responsive Search text ads, Performance Max, Discovery, Smart, and Display ads campaigns without a drop in the ROAS percentage.
3. Google Ads Strategy | How We Did It
After a couple of days of analyzing the account, we decided to expand the strategy and focus on Responsive Display Retargeting Ads, Performance max, and Responsive Text Ads supported with attractive promo, image, and price extensions but also, testing Discovery and Smart campaigns on a low budget.
*1st steps - Search Campaigns:
We expanded the search campaign structure with new keyword research using multiple tools (not only Google Keyword Planner), separated the keywords into proper ad group themes, and change the bidding strategy on the search campaigns to website traffic.
– In this structure were included competitor’s brand names.
*1st steps - Display & Performance Max campaigns:
Our in-house designer’s team started to create over 20 creatives in different ad dimensions (best practices), different % discounts and offers.
In the meantime, we did new customer research, create negative placement exclusion lists, and based on that we launched 2 Display campaigns (with more generic creatives) using max conversions bidding strategy, targeting new audiences (cold traffic) through advanced-relevant custom audiences.
In a short period, we generated completely fresh website traffic.
Since we launched the prepared Retargeting Responsive Display ads, many customers were re-engaged by showing them personalized special deals, created only for them. (In the display campaigns we were also using Dynamic retargeting)
4. Results
4.0 May 1 - May 31
After we changed the strategy approach, campaign structure, and market research for our e-commerce client, we had a 70.63% increase in Revenue, so we scale the account by 50% at the right moment.
As we can see on the screenshot below, Purchases increased up to 163 (which is a 129.57% increase), and the ads generated $52,483.86 in Revenue with a ROAS of 650%.
4.1 August 1 - August 31
During the summer period, from the 1st of June to the 31st of August, we kept testing the performance max campaigns with different ad copy, creatives, and audiences. By the end of August, we reached an overall account ROAS of 917% with the same ad spend of $8,300.00 per month.
Comparison May-August:
– Revenue increased from $52.5K to $76.1K (which is a 44% increase)
– Purchases increased from 163 to 343 – pairs of shoes
– ROAS increased from 650% to 917%
Isolated Performance max campaign results, preview: (SC)
* 4 Tips for Performance Max Best Practices:
1. Proper conversion tracking
2. Optimized product feed
3. Use Custom audiences and insights data
4. High-quality assets
