Case Study Breakdown
Before (Nov 23 – Mar 12th 2023)
Spend: $6K
Clicks: 6K
Conversion Value: $38K
ROAS: 6.5
After (March 13 – June 30th 2023)
Spend: $56K
Clicks: 54K
Conversion Value: $340K
ROAS: 6.13
Problem Assessment
When the client first approached us, they had just one Performance Max (pMax) campaign running on autopilot, which was mainly generating branded conversions.
They were focused on Meta and lacked an understanding of how Google could function as a genuine acquisition channel.
Reworking the Campaign Structure
To address this issue, we organized the account properly. We:
- Removed the brand from pmax
- Worked with the client on Landing Pages to enhance prospecting results.
- Allocated a unique brand protection standard shopping campaign.
- Optimized the account’s overall health with the client
- Customer lists synchronization
- Product feed optimization for Shopping in the Google Merchant Center
- Integrated product ratings
- Began experimenting with YouTube, scaling it up, and educating the client about creative guidelines.
- We strategically used YouTube as a platform to reach out to potential customers and expand the client’s brand visibility.
Key Results and Impact
Our precise and targeted approach yielded impressive results:
- The account scaled substantially while maintaining a very similar ROAS:
- Cost increased +856% – from $6K to $56K
- Clicks increased +810% – from 6K to 54K
- Conversion Value increased +802% – from $38K to $340K
- ROAS changed only by -5% – from 6.5 to 6.13.
To replicate this success for your brand:
- Separate brand from pmax.
- Set up Brand and Prospecting Search separately.
- Allocate a specific brand protection standard shopping campaign.
- Experiment with YouTube, scaling it up and educating yourself about creative guidelines.
- Optimize the overall account health (Customer Lists sync, Product Feed Opti for Shopping within the GMC, integrating product ratings).
- Work on Landing Pages to boost prospecting results.
- Scale the account while maintaining a similar ROAS.
