From 2k€/days to +5k€ in 3 months

¿How did we do it?

It was a client that was already getting good daily billing numbers in their CMS. Although they had very well structured their organic part from IG and Facebook Ads, they wanted to open a new traffic source to diversify and have presence in other platforms.

They turned on Google with their basic knowledge but reached a point where they were stuck and did not know how to proceed to further optimize campaigns and scale in spend and revenue.

PHASE 1: GLOBAL ANALISIS AND FIRST CHANGES

• We made an account analysis to identify where we could add value and improve results in terms of revenue and profitability.
• They had a good campaign structure, but when we started to dive into the campaigns, we saw that there was a huge range of opportunities to exploit.
• They had no active Pmax campaigns, only smart shopping. They were following a good strategy, but they were leaving a lot of conversions by the wayside. 

PHASE 2: CAMPAIGN OPTIMIZATION

• We started with the Search campaigns optimizing them to maximize conversions because they had enough data to be able to do so. We added a negative list in the whole campaign with the objective of not impacting on words that were not very relevant such as: “contact”, “tracking”, “phone” etc…
• We detected a very aggressive use of automatic recommendations, and each ad group had +3000 active keywords, which didn’t make any sense and the campaign cannot learn in the right way to generate good results.
• GMC (Google Merchant Center) was in perfect condition, but with no rules in the feed. We had the opportunity to generate longer titles in order to appear in more searches and generate more new conversions.
• They were playing with very aggressive biddings (+1000% target roas for example). Doing so prevents you from appearing in all your top searches. We decided to lower it in order to recover as many conversions as possible and thus generate more revenue.

PHASE 3: TRANSITION BETWEEN SHOPPING AND PERFORMANCE MAX

• We activated Performance Max campaigns with the objective of showing ads in all available channels. We worked so closely with the client to send us the creatives so that the campaign would achieve a good success rate.
• We added up to +6 asset groups in each Pmax campaign to test audiences and which products worked best in each of them. After 1 month and with a good spend on each asset group, we were able to start selecting the best ones and spend where we were really generating good returns.
• The Smart Shopping campaigns became obsolete, although we did activate manual campaigns with a low cpc for several very interesting reasons: 1) to show ads with products that have a very low bid. 2) by having a low cpc, we always generated a very high profitability. 3) to get new long search terms to include them in our Search campaigns.

CONCLUSION

Good initial approach but with many internal improvements

Constant testing to learn and optimize with the best audiences.

Omni-channel presence on Google showing ads in all placements