E-Commerce
This client is an American direct-to-consumer (D2C) online store that specializes in premium wines. The company was already using Google Ads before I took over the management, but there was significant potential to scale and increase efficiency. The goal was to scale the business profitably through Google Ads and increase both revenue and efficiency of advertising spend.
What have I achieved?
- Ad spend: Ad spend scaled from $75,000 in June to $115,000 in the last 30 days-a 53% increase combined with significant growth in sales and revenue
- Purchases: Purchases increased by 85%, while advertising expenditure only increased by 53%, indicating a more efficient use of the budget.
- Turnover: Turnover increased by 70% and reached USD 178,000 in the last 90 days.
How did I achieve it?
- Campaign optimization
I optimized existing campaigns by focusing on scaling high-converting ad groups and reducing low-performing ones. This approach led to more efficient ad spend and an increase in conversion rates. - Aggressive bidding strategy
I used an aggressive tROAS bidding strategy to achieve top positions in the search and shopping results. This ensured that the ads reached potential buyers at key moments. The goal was to bid strategically while controlling costs. - Low tROAS Shopping campaign for cold traffic
I introduced a low-tROAS shopping campaign specifically aimed at attracting cold / first click traffic. This strategy allowed for the creation of a mini-funnel within Google Ads where new customers were intercepted at the top of the funnel and subsequently driven to conversion through PMAX campaigns. This helped to reach a wider audience while keeping the budget under control. - Feed optimization by margin
Given the significant margin differences between products, I restructured the product feed to prioritize high-margin items. This restructuring of the feed allowed for a more efficient allocation of budget and increased profitability by focusing on higher margin products. - Target group segmentation and remarketing
I created customized remarketing campaigns to retarget previous visitors, as well as segmented audiences based on their behavior, such as high-priced shoppers. This allowed me to focus the budget on the most likely converters.
My conclusion
By strategically optimizing Google Ads campaigns, implementing an aggressive bidding strategy, launching a low-tROAS shopping campaign to capture cold traffic, and reorganizing the product feed by margin, I was able to profitably scale sales and revenue. This case study shows the potential of Google Ads to drive significant growth in ecommerce when the strategy is precise and scalable.
