Optimizing Google Ads for a Clothing and Interior E-commerce Business
Case Study
Overview
As a digital marketing specialist, I was tasked with running and optimizing Google Ads campaigns for a local cupcake shop. The primary goal was to increase sales while maintaining a tight budget, which the client set at $32 per day. Below is a breakdown of my approach, the strategies I implemented, and the results I achieved for the business.
Overview
Budget: $32/day
Optimization Score: 100%
Campaign Types: Search, Remarketing
Metrics (Example of a key period):
▸Clicks: 1.45K
▸Impressions: 13K
▸Purchases/Sales: 6.27K
▸ROAS (Return on Ad Spend): 1,267.65%
Why I Set a $32 Daily Budget
The client had a tight budget constraint of $32 per day. Given this limitation, I crafted a strategic approach to maximize return on this modest investment. By focusing on high-intent keywords and refining the audience targeting, I ensured that every dollar spent contributed to measurable outcomes. This budget allowed for sufficient daily traffic, while remarketing efforts helped to stretch the reach and impact of the campaigns further.
Remarketing Strategy and Its Benefits
I incorporated a remarketing strategy to target visitors who had previously engaged with the cupcake shop's website or viewed products but hadn’t completed a purchase. Remarketing was crucial because:
▸Increased Conversion Rates: People who have already interacted with the website are more likely to convert than new visitors. By re-engaging this audience, I was able to drive more sales with less spend.
▸Brand Recall: Remarketing ads helped the brand stay top of mind for users who might not have made an immediate decision to buy.
▸Higher ROAS: Since the cost-per-click (CPC) for remarketing tends to be lower than for general search ads, I was able to achieve a higher ROAS, which in this case reached an impressive 1,267.65% during one of the key periods.
This strategy allowed me to capture low-hanging fruit—visitors who already had a demonstrated interest in the product—leading to higher overall conversions.
Achieving a 100% Optimization Score
Google Ads provides an optimization score to guide campaign performance, and I achieved a 100% optimization score by:
▸Using Google’s Recommendations: Implementing Google’s smart suggestions, such as bid adjustments, audience expansion, and ad extensions, helped boost campaign relevance and performance.
▸A/B Testing Ads: I ran A/B tests to identify high-performing ad variations. These tests helped fine-tune the creative and messaging to match user preferences and drive better click-through rates (CTR) and conversions.
▸Keyword Refinement: By continuously optimizing and refining the keyword list, I was able to focus on terms with the highest intent, reducing wasted spend on non-converting clicks.
The Value I Brought to the Business
▸Increased Sales & ROAS: Through optimization and strategic targeting, I significantly increased the number of purchases while maintaining a high ROAS. For example, the 6.27K sales achieved during a key campaign period returned a 1,267.65% ROAS, meaning that for every dollar spent on ads, the client earned $12.67 back.
▸Efficient Use of Budget: Despite the client's budget limitations, I ensured that each dollar spent was optimized to its fullest potential, resulting in high sales without overspending.
▸Long-Term Growth Strategy: The remarketing campaign not only helped with immediate conversions but also laid the groundwork for future growth by ensuring potential customers remain engaged with the brand.
Conclusion
By setting a focused strategy and employing remarketing techniques, I was able to maximize the potential of the cupcake shop's Google Ads campaigns, despite a tight budget. The results show a strong return on investment, and the 100% optimization score demonstrates the care and attention given to ensuring these campaigns ran as efficiently as possible.
This case study reflects the value I can bring to businesses looking to optimize their digital advertising efforts, especially those operating with budget constraints.
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