EXCEEDIOS

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£784,000 in 6 Months - Q3 and Q4 of 2021

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The client is a British brand selling various products for dogs. Their main products are luxury dog beds, leather collars & lead sets. We started working together in the middle of 2021 in the holiday season.

The main goals set at the beginning of the cooperation were:

  • Account scaling
  • Decreasing the cost per conversion
  • Maintaining ROAS above 12

Because of the already ongoing marketing activities done through various Social Media channels, it was much easier for us to maintain most KPIs due to the recognizability of the client’s brand for certain customers groups who were looking not only for comfortable beds for their dogs but also for sustainably manufactured and high-quality products.

Products Segmentation for Shopping Ads

After creating a spreadsheet with different KPIs metrics for each product, we had a clear view of margins, break-even CPC and other crucial metrics. We were able to focus on the most important product groups with the highest margin for the client. We also improved the quality of the product feed, adding keywords not only to titles but also to descriptions, which most agencies overlook.

Products with lower margins were launched in Standard Shopping Campaigns per product category, which allowed us to control bids individually for each product.

Bestsellers were tested in Smart Shopping Campaigns that were generating great results. We were also testing high-margin products in a separate Smart Shopping Campaign performing quite well.

Search Campaigns

To scale Search Ads, we used our regular tactic with the Dynamic Search Campaign: ranking for different keywords and search terms. The most profitable keywords were then added to the generic Search Campaign with exact and phrase matches. A separate Search Campaign with broad match and automated bidding was also working simultaneously.

Brand Campaign was also performing tremendously well – because of other marketing activities done through Social Media.

Google Display Network

For Display Network, we used many visuals, such as static banners, HTML5 creatives, and short videos. Display Campaigns for Cold Traffic performed extremely well in the second part of Q4, right before Christmas. That allowed us to generate an additional £45,000 in revenue just by Display Network.

Multi-level re-marketing campaigns targeted different audiences that had completed certain actions on the website (for example “Cart Abandoners”).

Results

After 6 months:

  • 73% increase in conversions
  • CPC increased by 11% but
  • Conversion value increased by 131%
  • With a 32% increase in ad cost, ROAS increased by 76% to 15.31x)

These results wouldn’t be possible without a deep understanding of products’ KPIs and additional ongoing marketing activities on Social Media. The combination of various marketing channels and proper Google Ads strategy has led to sustaining brand growth.

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