The Google Ads 5 Month 2.89X Revenue Strategy
We’ve recently transformed a client’s account.
The impact in under 5 months has been incredible:
- ROAS 1.97 to 4.20
- Revenue $18.9K to $54.8K
- Sales 151 to 444
Whilst increasing their spend from £9.58K to £13.1K per month.
That’s increased spend and increased performance across every key metric.
To be completely honest it was one of the most challenging transformations we’ve had in the last 16 months.
And today you get access to exactly how we did it.
Here’s an overview of what’s to come:
Purchase Conversion Goals
Conversion setup is the foundation to any strong Google Ads account.
The better the data, the more conversion signals Google’s AI has to optimise against.
Getting this wrong can have a seriously negative flow-on effect on the entire account.
In this instance the client had installed a new purchase action and replaced it with their previous…
Thinking it would track performance better.
However, after a close review, the new conversion action was in fact reporting 15% less conversions.
To overcome this, we installed new tracking.
We then switched the new conversion action to “Primary” and the previous one to “Secondary”.
The outcome?
The account now had an additional 15% of data added to its foundation.
Which meant all the optimisations to follow would have a larger impact.
Product Optimisations
There were 2 key product optimisations that were made that had a massive impact on performance.
Product Titles
The company had updated their product titles to be more branded instead of product focused.
We can’t give you the exact example of this client, however to illustrate this point, here’s another example:
- From: Best Memory Foam Mattress In A Box
- To: Cloud Sleep 10-Zone Max Comfort Mattress
The major oversight in doing so?
Google uses product titles to match a person’s search to a product.
And no one is searching for “Cloud Sleep 10-Zone Max Comfort Mattress”.
They instead search for:
- “Best memory foam mattress”
- “Best mattress in a box” etc.
The branded change in product titles meant:
A lot less search relevance alongside reduced visibility and performance as a result.
To overcome this, we conducted in-depth keyword research and made several product title recommendations which they implemented right away.
Product Pricing
The second optimisation was on product pricing.
After a detailed review of their top 5 competitors, we noted they were on average £20 more expensive.
Our recommendation was to come in just under the competition which meant reducing their price by £23.
They were at first reluctant to do so as they thought it would increase customer acquisition costs and reduce profits.
However, they agreed to trial it and after doing so the opposite had happened:
- Increased sales
- Increased ROI/ROAS
- Reduced CAC (customer acquisition cost)
Why did this happen?
Because they became more effective at selling.
And increased efficiency reduces costs, it doesn’t increase them.
Now this recommendation wasn’t made lightly, we also compared their UX/UI and overall customer journey against their competition before doing so.
They had passed our UX/UI check before the recommendation was made.
Otherwise, we would instead have made website recommendations first.
Account Structure
This is where the majority of transformation and optimisation occurred.
This is how their account looked previously:
You can see 14 campaigns in total:
- 11 Performance Max
- 2 Standard Search
- 1 Video
The amount of cannibalisation across the campaigns was quite severe which lead to:
- Increased costs and
- Reduced profits
As you may have experienced, PMax campaigns offer little to no visibility.
Which meant they were trying to scale the campaigns but not having much success.
Because they were guessing instead of using data (which they didn’t have access to).
At Green Mint Digital, we currently don’t run Performance Max campaigns.
Why?
Because Standard campaigns offer greater:
- Control
- Visibility
- Optimisation
To combat the issues within the account and enable smart scaling, we transitioned them away from PMax to this consolidated Standard account structure:
7 campaigns in total (down from 14):
- 3 Shopping
- 2 non-branded Search
- 1 non-branded DSA
- 1 branded Search
The impact?
- A lot more control on budget allocation
- Segmentation of performance against the funnel
- Clear ability to view exactly where $$ was being made
- A Shopping Performance structure which fueled growth:
- Across top, mid and poor performers
Which gave us 10X the visibility and ability to optimise the campaigns and drive profitable revenue.
The best part of this?
They’ve seen improved performance MoM for 6 months in a row and they still have so much potential…
Which we can’t wait to unlock with them.
In fact:
The majority of brands that come to us have potential…
They simply haven’t identified what’s preventing them from achieving the next level of growth.
If you want to unlock that next level for your brand, continue onto the next section.
Increase Your Revenue By 2.89X
All of this can be a lot of work, it also requires time and expertise to get it right.
If you need a hand with your Google Ads management and overall eCommerce strategy, reach out, we’d be happy to help.