Оптимізація кампаній Google Ads та вирішення проблем Merchant Center для інтернет-магазину одягу в стилі аніме.
Клієнт та його проблема
Клієнт, магазин з прямою доставкою в США, мав проблеми з онлайн-продажами. Незважаючи на всі зусилля, Merchant Centre блокував товари, рекламні кампанії не давали результатів, а кампанії Google Ads демонстрували коливання продажів. Серед викликів були такі:
Низька якість реклами
Низька якість креативів
Обмежений перелік товарів у Merchant Center.
Неефективна кампанія Performance Max.
Objectives
30% товарів у Merchant Center були обмежені через відсутність атрибутів, а ціни не відповідали цінам на веб-сайті.
Деякі кампанії Performance Max та Search мали погану структуру та низьку ефективність.
The ad copy was simple and unattractive, negatively affecting performance.
Lack of sales cast doubt on the business’s viability.
The client didn’t have good photos or videos, which altered ads quality.
Client was present only in local market, but wanton to expand on Canada and some potential European countries.
The goal was to scale the budget to $2500-3500/month+, ensuring the achievement of ROAS and boosting sales on targeted products.
Challenges
Correctly implement Google Tag and conversion tracking to optimize for purchase goals.
Resolve Merchant Center issues to ensure all products are listed and accurately represented.
Establish a structured and effective Performance Max campaign.
Create compelling and attractive ad copy to improve performance.
Increase sales and confirm the business’s viability through effective campaign management.
Optimize campaign structure to avoid budget waste on unprofitable items.
Create and implement well-designed creatives to get better performance.
Drive overall sales to achieve a 350%+ ROAS.
Scale the advertising budget while maintaining profitability and achieving key performance indicators.
High competition in European market
How we achieved that
Account Level
Switched off automatisation rules, which led to inefficient budget wastes.
Set up conversion tracking and integration from Shopify to Google Ads and Analytics.
Found the trouble issue in Merchant Centre and fixed product cards.
Helped to reorganise products by types in Shopify to have a full match list when setting up Performance Max campaigns with defined product types.
Search Launched new customer acquisition campaigns, optimizing bidding strategies and keywords for acquiring new and existing customers.
Structure of Search campaigns for Sunglasses category
Performance Max Streamlined campaigns to include best performed products categories, used audience lists for targeted advertising.
Structure of Performance Max campaigns
A crucial factor in the triumph of our Performance Max campaigns was the meticulous construction of asset groups and audience signals. This strategic approach was pivotal in amplifying the conversion value without escalating the advertising costs, thereby substantially elevating the ROAS.
Our method involved a sophisticated blend of:
Using Search terms for specific brands and product names.
Audience segments for target audience.
By leveraging these tools, we crafted a personalized and highly targeted ad experience that resonated with the audience at different stages of the customer journey.
Our results
Before
Before starting cooperation with us, client’s monthly numbers were:
CPA — $4.57
Conversions — 14
Budget spent — $332
ROAS — 5.17
After
We successfully achieved:
CPA — $23.15
Conversions — x8 -102
Budget spent — $3 330
ROAS — 5.36
Purchases: Drastically improved sales of all products groups.
Budget Efficiency: Managed to scale the budget to $3 330 while reducing CPA grew only $10.
Market Expansion: Assisted the client in entering new markets in CA and Germany, contributing to brand growth and diversity.
Product Line Expansion: The increased revenue broadened the client’s product range.
From fixing technical issues to driving sales growth and international expansion — this project showcases how the right strategy can turn struggling stores into successful online brands.
Book a consultation with Thinkpal and unlock the full potential of your eCommerce store.
