WE HELP YOU GET THE RESULTS THAT OTHER AGENCIES FAILED TO ACHIEVE
€307,000 in 7 months
We started our cooperation with Sejfmaster in December 2021. The client is operating in Poland’s security safes industry, which is very competitive due to many well-established manufacturers and their distributors. Most of those companies use Google Ads as their main marketing channel. Right after Q4 2021, we wanted to keep the traction going, even though the client didn’t want to increase the monthly ad spend on Google Ads.
The main goals set at the beginning of the cooperation were:
- Get more sales within the budget or increase the value of each conversion
- Decrease cost per every conversion
- Maintain the sales traction in a very competitive sector, where new advertisers enter the Google Ads platform each day
Audit of ongoing Shopping Campaign
One main Standard Shopping Campaign with all products in it was generating the most revenue for this client. After auditing the campaign, we quickly realized that some products didn’t get any sales for months, despite getting a lot of clicks, simply wasting our daily budget. Turning them off allowed the bestsellers to spend more per day, and some new products were also automatically tested in the same campaign.
Only two categories of products (safes and gun safes) accounted for 80% of monthly revenue. We eventually decided to exclude other categories that were later launched in a separate campaign, allowing them to generate sales but not interfering with the two main categories. This change slightly increased the monthly ad spend, but it was still acceptable for the client.
Search Campaign
Because of the thousands of different products on the website, we created a Dynamic Search Campaign that captured sales for different, usually niched, and detailed search terms. Although the initial inconsistency in profitability, excluding some landing pages resulted in acceptable results and extra revenue.
Because of the client’s well-established brand, the ongoing Brand Search Campaign was delivering a great 16 ROAS every month. We focused on excluding irrelevant search terms to maximize the campaign’s performance.
Google Display Network
We also improved the structure of Dynamic Remarketing, biding more for engaged audiences such as „Cart Abandoners” or „At least 2 sessions on the website”. Additional placements exclusions cut the inefficient and excessive spending, which was wasting part of the daily budget. Those changes made the remarketing campaign more effective and focused on the right potential customers.
Results
After 7 months:
- 16% increase in the number of clicks
- Cost per conversion decreased by 7%
- With a 14% increase in ad spend, we generated 19% more transactions and 13% more revenue (ROAS increased by 23% to 29.18x)
Although the client required a monthly ad spend limit, we still managed to improve the overall account performance and prepared it for Q4 of 2022.
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