E-commerce
The online store sells premium handmade blown glass lamps as its main product with an average order value (AOV) of 400 USD. The goal was to maximize ROAS and sales while keeping ad spend stable. This in the first 22 days after taking over Google Ads management.
What have I achieved?
- Conversion value: The value increased by 95% to 40,000 USD in just 22 days.
- ROAS: ROAS reached 757%, an increase of 89%, with advertising spend remaining almost stable.
- Cost efficiency: Spend remained controlled with only 3% growth, while returns were greatly improved.
How did I achieve it?
- Focus on top performers (shopping campaigns)
As the budget was limited, I focused on the products that were performing best. This helped me to focus the majority of the advertising budget on top-selling items and thus achieve the maximum ROI. - Eliminating smart bidding on brands
I switched the bidding strategy from tROAS to manual CPC bidding (mCPC). This reduced the cost per click (CPC) by 80%, eliminating unnecessary spend and increasing the efficiency of brand campaigns. - Consolidation of the account
I cleaned up the account and removed unnecessary and underperforming campaigns. This allowed me to fully focus on the best campaigns, which significantly improved overall performance. - Feed optimization
I optimized the product feed to highlight best sellers. The product details, titles and descriptions were revised to achieve more visibility in Google Shopping results. - Remarketing via PMAX & asset rotation
I used Performance Max (PMAX) campaigns for remarketing to retarget previous visitors. I also rotated the best creatives based on Google’s performance indicators to ensure the best assets always get the highest priority.
My conclusion
By focusing on the best products, eliminating inefficient smart bidding strategies, consolidating the account, optimizing the feed and using PMAX for remarketing, I was able to significantly increase ROAS and almost double sales in just 22 days. This case study shows how a targeted strategy and optimized budget allocation can lead to great success in e-commerce.
