Google shopping ads for eCommerce can overwhelm companies with all of the available options. Unsure of how to successfully manage their online account, these companies turn to PPC agencies. They help create a winning strategy to boost sales and awareness for their products.
Earlier this year, Denver PPC partnered with an eCommerce company to improve their return on ad spend (ROAS) by 21%, boosted their conversions by 24%, increased their total conversion value by 23%, and improved their click-through rate (CTR) by a whopping 84%.
Let’s examine more information about this eCommerce company, its products, and how we were able to improve its key metrics to bring in more revenue in a competitive online landscape.
Background on the eCommerce Company and their Products
Our client is an eCommerce company selling bathing suits in a highly competitive market. They came to Denver PPC to manage their Google Shopping and Google Ads accounts.
How the Project Started
Our eCommerce client was directed in April 2021 to expand on existing keywords for their general searches. The challenge of this is that more competitive keywords cost more to bid on.
But, ultimately we were successful in picking the right keywords and making necessary changes to improve their overall sales.
Let’s examine the following optimizations and changes we made to their Google Ads and Google Shopping accounts to achieve this goal.
Creating a New Search Campaign
A new search campaign was built to drive brand awareness and sales for our client’s primary products — women’s swimwear and neon bikinis.
Their Google Shopping campaign was also updated to push more generic, non-branded searches.
Changing the Budget
Our client’s budget was increased from $10,000 to $21,000 starting May 1st, 2021, and in a few days, we determined the money was being wasted on a handful of keywords that were too general. To combat this, our team began pausing and adding negative keywords to stop spending money on low-performing keywords.
Between May and June, our team continued making optimizations to the account, which resulted in the following outcomes for our client:
We were able to successfully improve this campaign’s ROAS, meaning we improved the revenue this campaign was bringing in, while only nominally adjusting the budget.
This resulted in a ROAS improvement of 21%, giving us a very clear indicator our optimizations had worked.
Not only did ROAS improve, but the CTR, conversions, and total conversion value all improved significantly.
While the clicks and impressions did decrease, this helped us narrow down our search to focus on a higher quality of our audience that was more likely to convert, rather than showing our ads to people who were outside our target demographic.
To improve our client’s Google Search metrics, we made the following optimizations to their account:
- Expanded converted keywords
- Adding negative keywords
- Continually paused poor or underperforming keywords
To optimize their Google Shopping campaigns, we made the following optimizations:
- Expanded the product types
- Removed under-performing products
How do Shopping Ads Differ from Search Ads?
There are five different types of Google ads for eCommerce companies that are available to marketers, which include:
In this case study, we discussed making optimizations to our client’s Search and Shopping Ads.
Let’s examine the key differences between these types of ads and their intended applications in eCommerce, and why we decided to use both to improve brand awareness and sales online.
Search ads are text-based ads which show up on the Google search engine results page (SERP). These ads are triggered based on the specific keywords you bid on, which show your ad to people searching for your keyword.
Search ads have three parts: headline text, the display URL, and description text.
To make search ads more effective, marketers can add extensions to add even more information or calls to action to make their ads more attractive to potential buyers.
These extensions can include:
- Price extensions for products
- Press to call extensions
- Location extensions
- Structure snippets
Shopping ads are image-based ads that show your product at the top of Google’s SERP and on its Shopping tab.
Unlike search ads, Shopping ads are not based on biddable keywords. They’re based on your product descriptions created in Google Merchant Center. This is a separate Google service that is required to sell on the Shopping platform.
Shopping ads are more stimulating and eye-catching than normal search ads and can be extremely effective in selling more products online.
When Shopping and Search ads are used together, they give marketers the best of both worlds, harnessing the power of images and words to target a wider audience online.
Key Takeaways from Case Study
By working with Denver PPC’s account managers, this eCommerce company was able to be more strategic with its keyword and budget planning.
With our help and expertise, we were able to continually optimize their campaigns on Search and Google Shopping, constantly checking in on the campaigns to pause underperforming keywords and ad groups to continually improve their campaign’s effectiveness.
Navigating Google’s ever-changing ad policies is a full-time job in itself, and it’s one we’re passionate about. Because our account managers are all Google Certified and have experience working in various industries, we were able to be proactive and identify opportunities to improve campaigns when they presented themselves.
Inexperienced marketers could easily miss these, resulting in wasted money and ineffective campaigns.
Choose Denver PPC as Your Partner in Online Advertising
Our company is a Google Premier Partner. To be considered a Premier Partner, a company must have a proven track record of maximizing campaign success for their clients, including driving client growth by maintaining their campaigns and demonstrating Google Ad skills and experience. Only 3% of participating companies are awarded this prestigious certification by Google.
At Denver PPC, all of our account managers are Google Ads Qualified and have experience working in various industries.
Working with Denver PPC is simple — we don’t require long-term contracts and we can start working immediately on your existing Google Ads accounts. Don’t have a Google Ads account? We’re happy to set one up for you.
Do you have an existing Google Ads account that needs expert assistance? Text or call us at 877-584-3772 today to receive your free 10 point analysis, and we’ll give you feedback on how to improve your current campaign.