Google Ads | eCommerce
The Challenge
Increase Account-wide Return-On-Ad-Spend (ROAS)
Serendipity Herbals are a leading UK provider of Neem care products for people and pets. Prior to us taking over, the Google Ads account for the eCommerce business was generating an average ROAS of 300% – 400%. The client wanted to achieve a consistent minimum target of 600% with our management.
More recently, the Cost-Per-Clicks crisis has impacted costs and performance across online advertising platforms. Furthermore, the ongoing cost-of-living issues across the UK has also seen retail sales drop significantly month-on-month for the last 3-months across online and in-store.
More recently, the Cost-Per-Clicks crisis has impacted costs and performance across online advertising platforms. Furthermore, the ongoing cost-of-living issues across the UK has also seen retail sales drop significantly month-on-month for the last 3-months across online and in-store.
The Solution
An initial audit of the Google Ads account took place, in which we established that the Shopping campaign had not been reviewed or updated for an extensive period of time. It transpired that a number of products were negatively impacting the overall ROAS due to poor sales and high spend. In turn, this limited visibility and impacted sales of the ‘hero’ items from Serendipity’s Billy No Mates and Pet-Care ranges.
We excluded these less effective products and refreshed the dated ad copy in the Search campaigns. These amendments included updating pricing, adding call-to-actions and emphasising the key benefits of their products (all of which had been neglected in the majority of the original copy). Previously, the old ads had been blanket copy and pasted across every ad group. By ensuring each product range had tailored descriptions, we solidified the ads and product’s relevance for each customer’s needs and increased Click-Through-Rate and engagement onsite.
We excluded these less effective products and refreshed the dated ad copy in the Search campaigns. These amendments included updating pricing, adding call-to-actions and emphasising the key benefits of their products (all of which had been neglected in the majority of the original copy). Previously, the old ads had been blanket copy and pasted across every ad group. By ensuring each product range had tailored descriptions, we solidified the ads and product’s relevance for each customer’s needs and increased Click-Through-Rate and engagement onsite.
Results
Over the following 2-year period, these updates improved the number of transactions by 57%.
In recent months, as the Cost-Per-Clicks crisis has begun to bite, we have had to quickly adapt our strategy further to ensure the client continued to achieve a sustainable ROI. As a result of our approach and proactive implementation of changes, we have been able to continue to deliver for the client – the last 3-months (May 2022 – July 2022) ROAS sits at 706%.
These figures represent a 135% increase from where the account was when we first took over. The client and ourselves are delighted with the current performance achieved, despite a challenging economic climate.
In recent months, as the Cost-Per-Clicks crisis has begun to bite, we have had to quickly adapt our strategy further to ensure the client continued to achieve a sustainable ROI. As a result of our approach and proactive implementation of changes, we have been able to continue to deliver for the client – the last 3-months (May 2022 – July 2022) ROAS sits at 706%.
These figures represent a 135% increase from where the account was when we first took over. The client and ourselves are delighted with the current performance achieved, despite a challenging economic climate.
Not Satisfied With Your Results?
If you think your eCommerce paid ads strategy isn’t delivering to your expectations or requirements, then contact us here and we can Hatch a plan!