A well-thought-out structure and optimization of Google Ads campaigns is the key to increasing the campaign’s revenues by 198% on the example of Spod Needles and Threads!
ROAS
80
Increase in store sales
186
Increase in sales with Google Ads
198
Cooperation with Spod Igły i Nitki
We started cooperation with the client with comprehensive training in Google Ads and an extended account audit using our Google Ads Auditor. Then we built new Google Ads advertising campaigns from scratch, taking into account diversified campaigns, including in the search engine and dynamic remarketing. We have connected web analytics by providing the client with access to accounts and teaching him how to read reports and make the right decisions and control the effectiveness of our activities.
From under the needle and thread
An online store offering selected bedroom and bathroom furnishings from the best Polish producers.
Industry : home and hotel textiles
The Caset Study presents the first 13 months of cooperation with the client.
The cooperation with Spod Igły i Nitki continues to this day.
Google Ads, remarketing campaigns, e-commerce campaigns
AdMotiv with the Google Ads Auditor and Campaign Optimizer modules, Google Analytics with the e-commerce module, Google Tag Manager
“ Marketing Online has been providing comprehensive support for us in the field of Google Ads campaigns, Web analytics, organic positioning and training in the field of Digital since 2016. Cooperation with Marketing Online allows us to maintain full control over the activities carried out and achieve the planned goals. We have also found out that Marketing Online stands out in terms of communication and is willing to share knowledge ”.
Set goals by the client
Increase in sales
The main goal set by the customer was to increase sales in the online store
Fixed ROAS
The increase in revenues was to take place while maintaining a sufficiently high return on investment for advertising
Initial activities
After defining the main goals of the client from the campaign, we took care of the selection of appropriate advertising activities and budget distribution using our proprietary AdMotiv tool. We made a decision to run campaigns - product campaigns, search campaigns, remarketing and dynamic remarketing.
Implementation of activities
Product campaigns have been divided into appropriate categories in detail. Thanks to this division, a much higher number of campaigns and ad groups was created. Additionally, thanks to cooperation with the client, we were able to optimize the product file so as to minimize the% of rejected products.
Search engine campaigns have been divided into categories designated by the client. In addition, an important factor was the detailed division of keywords into ad groups and the appropriate matching of ad texts in accordance with the user's purchasing cycle, prepared for the client. After this division, a much more complex structure of the Google Ads campaign was created.
For remarketing campaigns, we have created advanced groups of recipients in Google Analytics. Thanks to this, we were able to strengthen the actions at various stages of the purchase funnel, which translated directly into website conversions.
Media used:
- search engine campaigns
- product campaigns
- remarketing
- dynamic remarketing
- Remarketing in the search engine
Advertising formats used:
- sponsored links in the search network
- Search Network Product Ads
- dynamic product advertisements in GDN
- dynamic responsive ads in GDN
Optimization of activities
Creating such a well-thought-out and extensive campaign structure allowed us to increase both the store's revenues and the ROAS indicator of the campaign in the first days after its launch. During the campaign, we had constant contact with the client, thanks to which we could quickly respond to his current needs, such as changes in the store, promotions, news and possible errors in the product file. The product campaigns were constantly optimized with regard to the margin, where a lower% ROAS was set for high-margin products. Cooperation based on sharing data allowed us to maximize our client's profits, not only the number of visits to the website, transactions or the value of revenues.
Summary of activities
In the first month, the campaign recorded an increase in ROAS from Google Ads campaigns, which was over 80% more than in the previous activities. In the following month, we recorded ROAS from the campaign in the amount of 1215%, then during the next year of cooperation, ROAS ranged from approx. 730% to approx. 1100%. Comparing the periods before and after the implementation of our activities in campaigns and its optimization, we recorded an increase in campaign revenues by 198% and an increase in revenues from the entire store by 186%. In summary, the ROAS increase by over 80% in the first month and the annual revenue increase by 198% from Google Ads campaigns was possible thanks to the appropriate division of the campaign and close cooperation with the client.