ROAS 352 %
-GOOGLE SHOPPING
-GOOGLE SEARCH
-GOOGLE DISLPAY
ABOUT THE PRODUCT
- Isothermal waterproof backpacks.
- Country – Australia.
TASKS
- Increase sales, especially in the October-December season
- Increase brand growth
Basic metrics
- conversions — 9
- cost per conversion — $59.4
- conversion rate — 2.11%
- the value of conversions is 1,217.5
- ROAS — 218%
RESULT BEFORE
THREE MONTHS
We’ve seen a slight increase in conversion over the last three months, but it’s worth noting that the average conversion rate remains stable. However, overall ad optimization leaves much to be desired and needs improvement.
Stages of work
1. Analysis.We removed micro-conversions, keeping only transactions. The smart shopping campaign was observed but showed insufficient conversions.
2. Experiments. We created a brand campaign. Tested and stopped an expensive, ineffective search campaign. Tested display and video campaigns targeting remarketing and custom audiences.
3. Optimization. We split the smart campaign by Australian regions, increasing conversions. Some regions underperformed, but region-wide targeting was more effective than city-wide.
Unexpected result
In December, we stopped all smart shopping campaigns due to nearly all stock being sold out, leaving only the brand campaign active.
RESULT AFTER
THREE MONTHS
Description
During the last three months, we focused on a large volume of work, which included detailed optimization of sales campaigns, conducting experiments to identify the most effective methods of improving results. Although we have had some success, unfortunately not all opportunities have been utilized due to product limitations.
Basic metrics
- conversions – 71
- cost per conversion – $36.52
- conversion rate – 2.67%
- value of conversions – 9,126.25
- ROAS – 352%
Results
The number of conversions increased by +688%
The conversion cost dropped from $59.4 to $36.52
Conversion value increased by 650%
ROAS was increased to 352%
+221%
CONV
-GOOGLE SEARCH
-GOOGLE SHOPPING
ABOUT THE PRODUCT
- Swings and accessories for them.
- Country – USA.
TASKS
- Increase sales in each category
Basic metrics
- conversions — 145.17;
- cost per conversion — $27.03;
- conversion rate — 1.11%;
- the value of conversions is $36,333.05
- ROAS is 926%.
Overall, the numbers aren’t bad for custom ad campaigns. However, no matter how well configured they are, there is always room for improvement. In our case, the client wants more conversions for the same or even lower cost per conversion.
Stages of work
1. Analysis. We removed secondary conversions, leaving only transactions. Changed the attribution model and segregated products by price, moving expensive items to a standard campaign, which was later disabled.
2. Experiments. We tested and disabled an ineffective dynamic search campaign.
3. Optimization. We created standard campaigns for non-performing products and separate smart campaigns for Analytics bestsellers.
4.Improvement. Standard shopping campaigns are running with dynamic remarketing. Titles were optimized for some products.
After 10 days, conversion value increased significantly. The strategy was then applied to the main campaign, which saw a 145% increase in conversion value over the following 18 days.
RESULT AFTER
TWO MONTHS
Description
Many operations were performed to improve the already existing results. Now we can see a significant increase in the number of conversions, as well as a decrease in the cost of each of them. The task set by the client was successfully completed.
ROAS was increased by 163%
The number of conversions increased by +221%
The conversion cost dropped from $27.03 to $21.53
Conversion rate increased by 52%
Basic metrics
- conversions – 465.88;
- cost per conversion – $21.53;
- conversion rate – 1.69%;
- the value of conversions is $109,238.57
- ROAS – 1089%.
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