Initial Situation
This client reached out to us after working with another agency, seeking to improve PPC performance and develop an ROI strategy.
Our actions
Upon assuming control of the account, we identified an initial challenge related to underperforming Search campaigns with low conversion rates. Swift optimization of these campaigns, coupled with the introduction of new Search and DSA campaigns, was undertaken to enhance overall performance. The immediate result of these adjustments was a month-over-month improvement in sales, revenue, and conversion rate.
Continuous enhancements to the account contributed to sustained performance growth, maintaining ROI levels consistently above the 3x target. Key implemented changes comprised:
Introduction of a comprehensive PMax | All Products campaign, incorporating images, videos, headline, and description assets to replace the previous PMax | Shopping Only campaign, which lacked assets.
Inclusion of ROAS targets in all PMax bidding strategies.
Reactivation of product-specific campaigns and experimentation with new activities, such as ad variations, image asset variations, and the creation of a ’no asset’ group in a Standard Shopping campaign.
The ongoing refinement of the account remains a priority, and our collaborative efforts with the client persist to ensure that performance not only meets but exceeds expectations.
Success
The Results
Comparing the intermediate stages of our work, we observed the following:
+54% ROI increase
+78% revenue increase
+131% sales growth
Conclusion
The improvements in the account's performance are gradual, and we continue to work closely with the client to ensure high performance that meets expectations.