CASE STUDY
E-Commerce Gifting Company Achieves 821% Increase in Revenue with Google Ads
Service: Google Advertising
AT A GLANCE
Key Results
REVENUE
- 821.8%
CONVERSIONS
- 664%
CONV. RATE
- 45.7%
The Optimization Problem
This gifting client came to Connexis Creative with a massive problem. ROAS was down 70% year-over-year, and as they entered the busy Christmas season, their campaigns were performing shockingly badly (to put it bluntly). It was clear to us that we needed to inject some e-commerce ROAS optimization fast.
Time was of the essence with this particular account, so we wanted to maximize the festive season, which is traditionally their busiest part of the year.
Within the first three weeks of account management, revenue increased by over 800%, conversions were up 660%, and conversion rate from Google Ads clicks was up 45% (this had nothing to do with any Black Friday/Cyber Monday sales).
Our Optimisation Tactics
The main issue with this account was that it only had one active campaign—a Performance Max campaign—and it didn’t have all the required assets to maximize the search, display, and shopping networks.
After optimizing the account structure, we created a supplementary shopping feed to optimize key product titles of top-selling products within the shopping campaign.
We also built out search campaigns (before there were any), performed keyword research, and created new ads.
After completing the restructure, the initial goal was to get spending up—in a big way. This was achieved in the first two weeks, with the knowledge that CPA would go up and ROAS would go down. Essentially, the account would be less profitable in the short term to grow the volume massively.
After adspend increased, we stabilised the ROAS in line with the overall account goal.
So within three weeks, both goals were achieved – scale was achieved and profitability was maintained.
The only downside? We had to cap spend because they had too many orders and not enough staff.
Here’s some of the notable results from our optimisation strategy:
- Ad spend up 1254%
- Conversions up 664%
- Revenue up 821%
- AOV up 20%
- Conversion rate up 45%
- CTR up 85%
- Clicks up 402%
- ROAS down 8%
In the case of this gifting company, the ecommerce ROAS optimisation strategy required us to decrease it slightly in the short-term to increase the order volume.
