UpWeb PPC Case Study: Google Shopping

 

Client: Vitamin supplements brand in the UK

Situation: 

• A start-up in the fiercely competitive vitamins market in the UK came to us for help.
• They had launched with a Google search and shopping strategy in place. Their product range was expanding and they were beginning to make some sales.
• However their Google advertising was making a loss and they needed our help to turn their advertising return into a profit. They wanted to increase their market share and establish their brand in the vitamin sector.

Approach:

• Set-up best practice tracking for greater visibility on ROI
• Improved campaign structure and took manual control of bid optimisation
• Organised shopping product groups by category and brand
• Completed missing shopping data feed fields and set-up free listings feed
• Optimised shopping search terms and bids
• Progressively added new product categories
• Forecast season peaks and added product promotions

Results:

• Increased conversion rate from 2.82% to 4.42%.
• Tripled monthly revenue in 3 months.
• Grew return visits from 9% to 17%.
• Increased shopping return on ad spend from 0.98x to 3.83x.

Case Study: Google Search & Facebook

Client: Specialist Health Clinic in Connecticut

Situation: 

• A health clinic in Connecticut needed help establishing their new specialist clinic.
• They had launched with a Google Smart campaign and Facebook advertising campaigns that they were running themselves.
• While they were getting clicks to the website but they weren’t getting bookings!
• They needed help to achieve a return for their investment.

Approach:

• Improved location targeting to ensure it was appropriate to the clinic catchment area.
• Added Google Maps location advertising and advertising on ‘near me’ related searches.
• Improved visibility of important actions including map views, contact page views, phone number clicks and online booking starts.
• Expanded search keywords and introduced a new structure with bid optimisation geared toward those most likely to convert.
• Re-wrote ad copy with a focus on key benefits and added ad extensions to increase presence on the search results page.
• Undertook in-depth analysis and rapid creative testing on Facebook to uncover the best performing combinations for patient acquisition and remarketing.
• Introduced Spanish language campaign on Google search and improved Spanish language targeting on Facebook.
• Created in Facebook target audiences with improved interest and location targeting to achieve a better ROI.
• Introduced testimonial style campaigns and retargeting on Facebook to improve ROI and retention.

Results:

• Since taking over the account just prior to Christmas 2020 we have increased the conversion rate from under 1% up to 4% for bookings, securing 63 new high-value patients for the clinic.
• The click-through rate increased from 1.33% to 5.95%.
• Achieved industry best practice ROI.
• Increased the Spanish speaking patient base.

Case Study: Google Search

Client: Commercial Hardware Manufacturer in the USA

Situation: 

• A hardware manufacturer had been managing their Google ads in-house for some time. They needed specialist expertise to continue to improve their results including increasing conversions and reducing the cost per acquisition.
• They needed help integrating their campaigns with Hubspot and JustCall to so they could record and track leads from the campaigns.
• They needed to improve their budget optimisation across multiple campaigns and product lines.

Approach:

• Changed the bidding method to Enhanced CPC to allow for finer control of bid optimisation.
• Introduced new high value keyword campaigns that would go on to outperform all previous campaigns considerably.
• Tested and introduced new landing pages and wrote new optimised ad copy.
• Restructured existing campaigns with a focus on reducing campaign waste and lowering the cost per conversion.
• Introduced new conversion tracking including call tracking, email and call click-actions on site, website chat and Hubspot integration.

Results:

• Increased the campaign click-through rate from 3.1% to 5.6% over 7 months.
• Increased the conversion rate from 0.8% to 2.4% and lowered the cost per lead for Google Search to be competitive with other long-term marketing channels.
• Improved conversion tracking with reliable lead identification within Hubspot including from forms, emails, website chat and telephone contact.

Case Study: Google Shopping

Client: Lingerie Store – Online & USA Multiple Shopfront Locations

Situation: 

• A long established lingerie retail chain with stores in New York and New Jersey had begun selling online with Shopify and wanted to continue to grow their online sales.
• They needed help setting up their store for Google Surfaces and wanted to launch a Google Shopping advertising campaign to increase both online and local store business.

Approach:

• Completed set-up of the Google Merchant Center.
• Ensured the product feed was set-up correctly to be eligible for organic product listings on Google Surfaces.
• Solved Google Shopping feed issues across thousands of products including missing gtin and product attributes.
• Set-up and optimised a Google Shopping campaign in the USA to grow online sales.

Results:

• Achieved a profitable ROAS within 3 months and continuing to improve results through to a current 5.7x return on ad spend.

Case Study: Facebook & Instagram Marketing

Client: Specialist International Tour Operator

Situation: 

• An established international tour operator needed help reaching a defined target audience online for their niche tourism brand.
• They had been successful prior to COVID and now needed to build a pipeline of new prospects and forward bookings, building confidence and business for a post-COVID world.

Approach:

• Completed a detailed Event and Conversion tracking set-up and integrated lead capture with Hubspot to ensure better visibility of the lead pipeline.
• Created and tested multiple new customer acquisition audiences to identify a repeatable and scalable strategy for building the business.
• Provided feedback on landing pages and strengthened COVID related messaging on the website and in advertising.
• Developed a campaign structure and approach covering brand and retargeting campaigns to address top, middle and bottom of funnel consumer needs.
• Wrote and tested multiple image, video and copy combinations and continue to implement new trip and offer ads on a weekly basis.

Results:

• Created an approach for brand advertising that was scalable and could work long-term as a consistent driver of quality new leads for under $6 per lead.
• Doubled website traffic within 3 months.
• Significantly increased new trip enquiries.

Case Study: Google Search & Shopping

Client: Health Food Snack Brand from New Zealand

Situation:

• An entrepreneur had launched a new health food snack brand in New Zealand.
• The product was well established in retail stores, but the brand was now looking to increase direct to consumer sales and had plans to expand into other countries.
• Previous Google Ads managers had not managed to achieve any returns for the advertising campaign over many months.
• Investors needed to see a positive return in NZ to prove value in the channel before expanding overseas.

Approach:

• Improved campaign settings, set-up new keywords and ad groups, improved location targeting and bid optimisation.
• Restructured budgets across search and shopping.
• Wrote copy for new ads and ad extensions.
• Introduced promotion extensions to increase CTR.
• Expanded campaigns to include new product categories as new lines were introduced.

Results:

• Continued to increase campaign sales month on month after taking over the campaigns from the previous managers.
• Advised on the strategy for expansion into the US market and successfully launched the first campaign in that market with immediate results.
• Continue to advise on country expansion, supporting brand campaigns with paid search and driving ongoing revenue growth.