Our success was based on three crucial steps: restructuring Google Ads strategy, introducing advanced tracking methods like consent mode, enhanced conversions, and server-side tracking, and reorganizing their campaign to more effectively attract and convert online buyers.
The client is a multi-brand e-commerce store that brings the spirit of the north, Scandinavian culture, inspiration, and lifestyle to the Balkans through fashion.
They wanted to increase their online sales (by 20%) and reach a wider audience, but the most important aspect was to keep CPA (cost per purchase) inside the target.
In this case study, we showcase our success in scaling an e-commerce store through strategic Google Ads optimizations.
The lack of a well-structured Google Ads account, evidenced by having just one brand campaign and one Performance Max campaign without brand exclusions, severely limits campaign scalability and optimization potential.
Tracking problems made it hard to see how well the ads were doing, so we needed better tracking to really understand and improve our ad campaigns.
Client: “Is it even possible to scale?”
The client’s uncertainty about the scalability of their campaigns stemmed from several key challenges:
Facing challenges like campaign overlap and inefficient budget use, our approach focused on three key areas: enhancing tracking with advanced techniques like consent mode and server-side tracking; restructuring campaigns for a solid foundation; and preparing for scale with calculated KPIs and a focus on high-intent queries.
Our comprehensive strategy, including a deep audit and re-structuring for scalability, led to remarkable outcomes and achieving a 50% overall brand growth. This simplifies the journey to scalable success in the e-commerce and retail sectors through effective use of Google Ads.
The execution of this strategy involved a careful restructure of campaigns based on the level of consumer intent and stages of awareness, supported by an incremental budget increase strategy. This methodical approach enabled us to optimize campaign performance and achieve significant growth metrics, including a reduction in CPA and increases in ROAS, conversion value, and conversion rates.
We improved tracking by integrating advanced features.This allowed for more accurate data collection and analysis, essential for optimizing campaign performance.
We rebuilt the campaign structure to establish a strong foundation. This involved recalibrating campaigns to align more closely with the brand’s goals, ensuring that each campaign had a clear purpose and target.
We meticulously prepared the account for scaling, starting with a deep dive audit to identify areas for improvement. This approach helped in efficiently allocating the budget across various stages of the marketing funnel and intent levels, facilitating more targeted and effective campaigns.
It’s never too late to turn things around from a dismal failure to great success with just some hard work and the right expertise.
Book a call with me today for all your online advertising needs and let me show you how simple it can be – even if you’ve tried before with no luck at all.
