E-Commerce

D2C e-commerce company specializing in PCOS supplements. After taking over management on January 22, 2024, the company significantly improved its performance on Google Ads.

What have I achieved?

Wie habe ich es erreicht:

1. Elimination of Performance Max (PMAX) campaigns
   • Identification of the problem: PMAX campaigns were primarily targeting existing customers, resulting in excessive spend without contributing significantly to new customer acquisition.
   • Solution implementation: Complete elimination of PMAX campaigns to stop the inefficient allocation of budgets to existing customers.
   • Rationale: John Moran, one of the 10 most influential Google Ads experts worldwide and business partner, has been advocating this approach in e-commerce since 2022. He discusses this strategy in his YouTube video:🚀 Why I’m Moving Customers OFF of Performance Max.
     
2. Implementation of standard shopping campaigns with tROAS Bidding
   • New focus on customer acquisition: Switch to standard shopping campaigns with a strategic focus on acquiring new customers.
   • Exclusion of target groups: Exclusion of brand and existing customer target groups to ensure budget is spent on reaching new potential customers.
   • Aggressive tROAS bids: Implementing tROAS bids (Target ROAS) with a low/aggressive tROAS target. This allowed Google to bid aggressively for top positioning on the Shopping results page and ensure optimal ad placement and visibility.
   • Result: Securing top positions in Shopping results, which is critical for capturing high-intent traffic and maximizing visibility.
     
3. Feed-Optimization Details
   • Title optimization: Detailed and keyword-rich titles to improve the visibility and relevance of products.
   • Description improvement: Enhanced product descriptions to provide more comprehensive information and include relevant keywords to improve search engine optimization.
   • Accurate categorization: Ensured each product was correctly categorized within Google’s product taxonomy to improve ad relevance and performance.
   • Custom labels: Custom labels were used to segment products by performance, seasonality and profit margin. This allowed for more precise bid adjustment and budget allocation.
     
4. Target group targeting and segmentation
   • Detailed target group segmentation: Creation and targeting of specific target group segments based on demographics, interests and purchasing behavior.
   • Remarketing campaigns: Implementation of remarketing campaigns to retarget visitors who have shown interest but not converted with customized ads and offers.
     
5. Conversion tracking
   • Advanced conversion tracking: Set up comprehensive conversion tracking to measure the effectiveness of campaigns, ad groups and keywords.
   • Offline conversion imports: Implemented offline conversion imports to track and measure conversions that took place outside of the online environment, such as phone calls and in-person meetings. This enabled a more holistic view of campaign performance and ROI.
   • Conversion rate optimization (CRO): Using conversion tracking data to continuously optimize campaigns. Bids, keywords and ad copy were adjusted based on conversion data to maximize ROI.
     

My conclusion

By eliminating inefficient PMAX campaigns and switching to a well-optimized standard shopping setup with aggressive tROAS bidding, we were able to significantly improve the client’s Google Ads performance. Careful manual optimization of the product feed and strategic targeting played a critical role in reducing costs while increasing sales and revenue. This case study highlights the effectiveness of John Moran’s advocacy of taking back control of default purchases and reducing wasteful spend, and serves as a model for other e-commerce businesses looking to optimize their Google Ads strategy.