ECom Hats ROAS increase of 314%
OVERAL
Business Key Insights
Industry
Apparel/Hats
Platforms
Google Ads
Country
United States
Type
eCommerce
Information
Things I’ve encountered when I joined this business
Overal Info
The business was struggling with Google Ads results and low ROAS. The whole ad account was a mess when I joined. PMAX campaign with only 1 ad group that was burning through the whole budget, Ad Account level conversion goals set to count everything as a conversion, No Shopping campaign, etc. These were just a few of many different things I’ve encountered when I joined this ad account.
MER
1.4
Budget
$15,000/m
CPA
$43
ROAS
0.7
Things I’ve changed
As always, the structure of the ad account is mostly the biggest reason why (aside from tracking) ad accounts are being stale. This one was no exception.
One of the biggest problem was the PMAX Campaign that was set to Maximize Conversions and with only 1 asset group that had no signals, themes or audience what so ever + it had branded search terms. The first thing was to create a segmentation for higher margin products to give the ad account some slack and to actually be profitable. I’ve created PMAX campaigns for 3 different segment groups, each with different interests inside and creatives.
The segmentation alone resulted in getting the higher ROAS, although that wasn’t the first intention at all. Campaign bidding was switched to TCPA and to tROAS afterwards. Honestly, that was it.
We strengthen the TOF and BOF with a shopping campaign, DSA, demand gen campaign and generic search campaign to make sure nothing fall through the cracks.
Results
MER
5.8
Budget
$25,000/m
CPA
$30
ROAS
2.9
Over the course of 6 months, I managed to develop a workflow to maintain the constant ROAS of almost 3. MER was also drastically increased and the business was profitable on multiple fronts and not only through ads. Google Ads made it all possible.