Optimizing Google Ads for a Clothing and Interior E-commerce Business
Case Study
Overview
My client is an online retailer specializing in high-value clothing and interior products. To drive revenue and online conversions, I was brought on to implement a performance-based advertising strategy through Google Ads. The goal was to maximize return on investment (ROI) and drive targeted traffic to their e-commerce platform.
Project Goals
▸Increase website traffic and brand visibility through paid advertising.
▸Maximize the conversion rate to generate more revenue.
▸Improve overall ad performance with a budget of 1,000 NOK/day.
Budget Allocation
The daily budget of 1,000 NOK was strategically set after performing:
▸Account Data Analysis: I studied historical performance data to gauge what the optimal spend should be based on prior trends.
▸Competitor Analysis: Through in-depth research, I analyzed the ad spend and strategies of competitors in both the clothing and interior industry, allowing me to set a competitive and feasible budget.
▸Keyword Research: By identifying high-converting and relevant keywords, I ensured the budget was focused on targeting the right audience who would most likely convert into paying customers.
Campaign Strategy
I implemented a Performance Max Campaign along with a Shopping Campaign to take advantage of Google’s automation and reach.
1. Performance Max Campaign:
▸This campaign type allowed us to reach customers across all Google channels—Search, Display, YouTube, and more.
▸Performance Max helped by using Google’s machine learning to target the right audience segments, optimizing for conversions.
▸By using real-time data signals, the campaign was able to fine-tune and improve itself over time, leading to increased performance.
2. Shopping Campaign:
▸A Google Shopping campaign was also employed to showcase product images, prices, and other key details directly in Google search results.
▸This gave potential customers a clear view of the products, making it easier for them to make purchasing decisions.
▸The integration of a shopping campaign further complemented our efforts, creating a holistic advertising approach that appealed both visually and strategically.
Key Performance Metrics
Looking at the Performance Max Campaign from July 25 to August 16, 2024:
▸Clicks: 5.81K
▸Impressions: 503K
▸Conversions: 98.75
▸Conversion Value: 142K NOK
For the period from July 25 to August 22, 2024, the results improved:
▸Clicks: 7.41K
▸Impressions: 623K
▸Conversions: 127.44
▸Conversion Value: 173K NOK
These results demonstrate how the Performance Max and Shopping campaigns increased both traffic and sales over time, with improved conversion rates.
Optimization
To ensure optimal performance, I made continuous adjustments to the ads. Using Google’s built-in tools, I achieved a 100% optimization score, which involved:
▸Refining ad copy and creatives.
▸Adjusting bidding strategies based on real-time insights.
▸Targeting the highest-value audiences.
Results and Impact
By executing this strategy, I was able to:
▸Increase Traffic: The campaigns collectively resulted in thousands of highly relevant clicks, driving traffic to the site. ▸Boost Conversions: Conversions steadily increased over time, providing tangible growth for the business. ▸Maximize ROI: The 1000 NOK/day budget was effectively utilized to deliver a conversion value of 173K NOK, ensuring a high return on ad spend (ROAS).
Value Delivered
As a digital marketing specialist, I helped this e-commerce business grow through a focused and data-driven approach to Google Ads. The success of this campaign lies in how I used smart budgeting, competitor analysis, and Google's advanced machine learning to continuously improve the ad performance. By combining Performance Max with Google Shopping, I ensured the brand’s visibility, improved conversions, and, most importantly, maximized revenue.
This case study exemplifies the type of results I bring to clients and demonstrates my ability to transform ad spend into measurable business success.
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