Supercharge Your Paid Search Strategy: Case Study on PPC Structure Success

Unlocking Growth Through Google Ads Optimisation

Is your Google Ads account showing signs of stagnation, hindering your brand's digital growth? Are your campaigns wasting your ad budget or using the same keywords repeatedly, affecting your growth? It may be time to revamp your PPC strategy and implement Google's best practices to drive the power of paid search!

Did you know that Google Ads received 10 significant updates in 2023, as per Wordstream? Every update can be crucial to the "health" of your account. Thus, optimizing your Google Ads campaigns is critical. Let's explore the SEM optimisation tactics that yielded the highest ROI in this case study

Paid Seach challenges:

This client, an e-commerce jewellery brand, faced a challenging period with a sales slump and a desire to enhance its ROI. Despite a reasonable return on ad spend (ROAS) of 250%, the brand aspired to elevate it to an impressive 350-400%. Recognizing the need to boost brand awareness and navigate a fiercely competitive landscape, the client sought the expertise of The Creative Shak.

Strategies:

Google Ads Structure Revamp:

A comprehensive restructuring of the enabled campaigns aimed at eliminating unfocused areas, including the cleanup of keywords and the exclusion of non-serving geographic targeting. The implementation of a new Google paid search campaign structure helped broaden the reach of the client's products. Additionally, the creation of new ad copies and extensions, addressing its USPs, created a clearer message with the audience.

Optimised Paid Shopping Campaigns and Product Feed:

Continuous effort in keyword research and optimisations supported the enhancement of the product feed: product titles, descriptions, custom labels, and better categorization. This effort aimed to enhance listings and their visual appeal, with enticing product photos and clear pricing, along with efficient bid management and website conversion optimization, maximising the potential for successful shopping campaigns.

Performance Max Campaigns for High-ROI PPC Strategy:

The introduction and optimisation of Performance Max (PMax) campaigns have further contributed to the client's marketing success. Monitoring and adjusting custom labels, listing groups, and assets in adherence to Google Shopping requirements has made it possible to constantly improve the campaign ROAS towards the account goals, aligning with the essence of a high-ROI PPC strategy.

Smart Bidding Monitoring with Best Practices for SEM Optimisation:

The success of Smart Bidding hinges on accurate tracking, precise management of bids/targets, and daily campaign budget control. By adopting proven best practices, The Creative Shak ensured a strategic and data-driven approach to Smart Bidding, optimizing the client's campaign performance.

Paid Search Location-Based Targeting:

Adjusting PPC campaigns to specifically target UK locations ensured precision in reaching audiences most likely to benefit from the client's offerings, enhancing the overall effectiveness of the brand's marketing efforts, specifically in the context of Google Ads structure.

The Results:

The implemented strategies resulted in a remarkable transformation:

- 34% Year-over-Year (YoY) Revenue Increase from PPC Strategy: A substantial boost in search engine marketing revenue.

- More than 30% YoY Conversion Rate Increase: Conversion rate rose, indicating heightened engagement and interest.

- Return on Ad Spend (ROAS) soared up to 370%: A significant leap from the initial 250% ROAS target.

- 17% Reduction in Cost Per Conversion: Streamlining campaigns and targeting efforts led to a substantial reduction in the cost per conversion.

Conclusion:

Through a strategic overhaul of the client's PPC structure, The Creative Shak not only helped the website overcome its sales slump but propelled it into a new realm of success. The impressive results showcase the effectiveness of a targeted and refined approach to SEM optimisation. As the E-commerce continues to thrive, this case study serves as a testament to the power of strategic PPC management in unlocking unparalleled growth for e-commerce brands.