Prashant Kumar

CASE STUDY E-commerce Website for Home Improvements AT A GLANCE ACHIEVEMENTS over 5 months, get 10x more conversions with same ad spend BACKGROUND Our client is a mid-sized company from Europe, selling home improvement products on their website. Although they are getting a lot of visits from Google Ads, the conversion rate is very low. Objective: Optimise Google Ads Campaigns, create new shopping campaigns, in order to maximize conversion rates, by at least 100%, spending the same budget. WHAT WE DID We have refined and split the Keywords, creating different campaigns for different stages of the funnel: General, Brand, Product Campaigns (following the structure of the website), and Retargeting. We have created Negative Keyword lists at group Ads level, in order to avoid Keyword cannibalization. Different audiences have been created and imported from Analytics: Converters, Cart Abandonment, Returning visitors, Page Depth more than 5, Page Depth more than 10, Avg. time spend more than 5 min, Specific product page visits. We have added the audience to the appropriate campaigns according to the stage the user was in and we have adjusted bids in order to maximize the efficiency of the budget spent. Continuous work on new tactics and campaigns to improve ROI and ROAS has been performed. RESULTS From August to December, we have managed to bring in approx. 10 times more conversions, with the same small budget. Now we are in a testing face with Shopping Campaigns and Max Performance Campaigns with additional budgets, because the client was happy with the results, and he gained more confidence in the capabilities of Google Ads.