Kuldeep Thakur

JANUARY 2021 GOOGLE SHOPPING ADS CASE STUDY PREPARED BY: Kuldeep Thakur BUSINESS OVERVIEW WHAT LIGHTBAR UK OFFERS? LightBar UK was formed initially refurbishing beacons and lightbars. Since then, the company has grown; now supplying vehicle warning lights to leading recovery and groundworks companies, as well as more specialist organisations including fire and ambulance services. Lightbar UK stock a growing range of products ranging from the simple halogen rotator to advanced LED lighting for a large variety of vehicles. Also, aspire to stock high-quality products with competitive prices. CLIENT'S REQUIREMENTS The client wanted to promote and sell their products on the Google Shopping platform. Also, wanted to set up Google Shopping Ads, feed for all products, set up Merchant Center Store, set up Shopping Ads, conversion tracking, Google Analytics & bids/budgets to get Sales. PROJECT GOALS Setup the Google ads account, Merchant account, Google Analytics account etc. Setup an Automated feed from the website and link with Google Merchant account. Conversion Tracking codes & Google Analytics code creation and Installation on the website. Various Shopping campaigns set up with the best bidding strategies to fetch a maximum number of sales. Optimize campaigns and feed to keep the number of sales on the track and reduce the cost. OUR APPROACH & IMPLEMENTATION Configured and optimized the product feed Created a granular structure for the Shopping Campaigns, with each ad group targeting a specific product. Organized product groups by brand, sub-brand, and items. Optimized bids with impression share and benchmark data Monitored high and low performing products and adjusted bids to maximize ROI Optimized mobile bid adjustments by considering factors like mobile traffic behaviors Analyzed the search terms on daily basis to figure out the irrelevant search terms, putting them as negative to control the extra spending. Create a Smart shopping campaign with a unique bid strategy and with different campaigns priority. Remarketing audience and remarketing campaigns creation. OVERALL PERFORMANCE After doing a lot of optimization work, we have got 935 sales with the cost of £13.77 per sale. Avg. CPC is quite well too. We kept our optimization and covered all the aspects of the possibility to grab the customers. In further slides, you will see the breakdown steps that how we were able to achieve this milestone. As a result, we achieved a conversion rate of 1.70% which considered very good in shopping ad campaigns. PERFORMANCE OF THE CAMPAIGNS HEIMAN SOFTWARE LABS PAGE 02 PERFORMANCE OF THE PRODUCTS HEIMAN SOFTWARE LABS PAGE 02 BEST PERFORMING ADS HEIMAN SOFTWARE LABS PAGE 02 BE S T P E RF ORMI NG AGE GROUP S BE S T P E RF ORMI NG DE VI C ES HEIMAN SOFTWARE LABS PAGE 02 RESULTS In the one years, the client has experienced the following results: Total number of sales - 935 Avg. cost per conversion - £13.77 Conversion rate - 1.70% Avg. Cost per click - £0.23 Increased ROI and conversion rate HEIMAN SOFTWARE LABS PAGE 02 CONCLUSION & FUTURE PLANS The project is still with us and we are making more strategies to grab the customers who visited us but left without buying anything. We are planning to run ALPHA - CAMPAIGN and Dynamic Remarketing Campaign. It will help us to get more sales from people already visited us. Also, We are planning to try more Marketing Platforms. Such as Facebook, Instagram, Bing etc. We already have suggested to the client and discussing further to kick-start with other platforms as well. We will take this project to below given platforms. k n k a n h a T h T ! u ! o u y yo HEIMAN SOFTWARE LABS PAGE 02