Case Study 7
Client Overview
An established e-shop in the competitive market of shoes and accessories was facing challenges in making its advertising spend translate into real sales. Despite being in business for a few years, the company struggled to justify its ad spend with tangible returns. The solution came with the decision to move from a generic PPC agency to a specialized PPC expert who could refine the marketing approach and drive more effective results.
Challenges
The e-shop’s main struggle was understanding how its ad spend was directly affecting sales. With multiple conversion points—online sales, phone orders, and physical store visits—it was difficult to track how each effort contributed to the bottom line. This lack of clarity made it hard to optimize campaigns and validate marketing expenditures.
Objectives
- Improve the correlation between ad spend and sales.
- Increase conversions while maintaining or lowering the Cost Per Acquisition (CPA).
- Refine the marketing strategy to ensure every dollar spent on ads was driving measurable results.
Strategy and Execution
Our approach focused on a single, clear conversion action: driving e-commerce sales. This decision allowed us to better connect ad spend with actual revenue and streamline campaign optimization.
Key Actions:
- Reworking the Google Ads account setup to ensure accurate tracking through Google Tag Manager, addressing conversion tracking issues.
- Concentrating on a media mix that utilized 100% static images in ads, ensuring a consistent and visually appealing experience for users.
- Running campaigns across Google Search, Google Display Network, and Google Shopping to maximize reach and conversion opportunities.
Results
The campaign led to outstanding results for the e-shop:
- Revenue increased by 184.17%, demonstrating the power of refined strategies in boosting profitability.
- Conversions saw a 102.48% uplift, indicating improved effectiveness in turning visitors into buyers.
- Revenue per user grew by 130.29%, highlighting the success of tailored experiences in engaging customers and encouraging higher-value purchases.
Channels Used
- Google Search
- Google Shopping
- Google Display Network
Impact
By implementing a more focused and optimized PPC strategy, the e-shop was able to turn its advertising efforts into a profitable and scalable model. The results were not just about increased sales; they demonstrated how strategic, data-driven decisions could make a tangible impact on a business’s bottom line, enabling future growth and sustainability.