Project Description

46% increase in ROI for an established Ecommerce business

Google Ads Optimisation and Management

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The Brief

General Lamps are an established Ecommerce company selling a wide range of lighting and battery products both B2C and B2B. They have a history of trading successfully both online and offline, but numerous competitors have entered the online space in recent years.

We were asked to manage their Google Ads campaigns following the departure of their Google qualified digital marketing manager, who had worked for them full-time and then on a freelance basis.

Our Approach

This campaign had been well set up with proper Ecommerce tracking in place. This allowed us to immediately set up a custom report in Google Analytics and start auditing the account.

We focused on providing a good return on ad spend (ROAS), in order to provide the best value for money. This included:

  • Bidding more aggressively at certain times of day, when sales were more likely to occur
  • Identifying the best days of the week for sales, and altering bids accordingly
  • Analysing the difference in performance between Google Shopping campaigns and Google Search campaigns and allocating budget to the better performing ones
  • Using remarketing lists for search ads (RLSA) to target previous visitors to the website
  • Creating bid adjustments for mobile and tablet traffic based on their conversion rates.
Ad Campaign Analysis and Optimisation
Google Shopping and Search Ads
Remarketing Ads
Tracking, Measurement and Reporting

The Results

As this is a seasonal business, we compare monthly results with the same period in the previous year. Our results showed the following:

  • ROAS (return on ad spend) up 46%

  • Ad spend reduced by 28%

  • Revenue up by 4%

  • Ecommerce conversion rate up 4%

In summary, we were able to grow revenue whilst significantly reducing the advertising spend. The savings equalled approximately £2,500 per month.

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