Google Ads delivers growth for eCommerce client

Introduction & Client Background...

In this case study, we will explore how our client Idyll Home, a home accessories and furnishings eCommerce business leveraged Google Ads to boost their online traffic and achieve an exceptional return on ad spend (ROAS) of 1100%. By implementing a strategic Google Ads strategy utilising Performance Max campaigns, the client not only experienced a significant increase in revenue but also established a stronger brand presence in the competitive homeware market.

Our client, a homeware company based in the UK, specialises in providing high-quality, stylish and functional home products. With a diverse range of offerings, including furniture, decor, kitchenware and more, they cater to a broad consumer base seeking premium homeware products.

Challenges Faced...

Limited Online Visibility: Despite offering high quality products, the client struggled to gain adequate online visibility and compete with other established homeware brands.

Increasing Competition: The homeware market in the UK is highly competitive, with numerous well-established players vying for customer attention. This has led to a large increase in average cost-per-click (CPC) and a higher average cost-per-conversion for the industry.

High Product Number: Due to the number of products on sale, advertising them all in an optimal way was a big influence in the Google Ads strategy launched.

To address the client’s challenges, our paid media team devised a comprehensive Google Ads campaign strategy, focused on increasing brand and product visibility, driving targeted traffic and improving the current return on ad spend. The key components of the strategy included…

Campaign Strategy...

Campaign Restructure: Due to the number of products available and at the various price points these were, we decided to split the original Smart Shopping campaign into 3 new Performance Max campaigns – the new shopping campaign form on Google Ads. This was split by product category, with a separate campaign advertising our ‘low priority’ items under a specific value.

Ad Creation & Optimisation: Compelling ad copy and visually appealing ad creatives were utilised to capture user attention and promote the client’s products more effectively on Google’s other channels.

Targeted Audience Segmentation: By leveraging Google Ads’ audience targeting capabilities, the campaign focused on reaching potential customers interested in homeware products. Demographic, interest-based and behaviour-based targeting were employed to refine and improve the targeting strategy.

Conversion Tracking & Measurement: Conversion tracking utilising Universal Analytics (UA), GA4 and Google Tag was implemented to accurately measure the campaign’s results, allowing for ongoing optimisation and accurate reporting to the client.

Key Performance Metrics

1100%

Return on Ad Spend (ROAS)

221%

YoY Increase in Revenue

60.5%

YoY Increase In Sales

36%

YoY Conversion Rate Increase

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