Ecommerce Tracking and Measurement:
The first step was to implement full Ecommerce and goal tracking via Google Ads and Analytics. Zanzi reviewed the goals with the client and set up a checkout funnel to provide useful reporting information going forward.
Zanzi worked with a web developer to tidy up some website issues and add in necessary code for Google Analytics to start recording properly.
Google Shopping Campaign Optimisation and Management:
The audit had revealed that the text ad campaigns had a low click through rate, a low conversion rate and the average cost of sale was higher than the average profit generated per sale. Zanzi optimised the text ad campaigns to improve performance.
The Shopping campaigns were also improved. This included creating a new Shopping campaign with a more granular structure, allowing bid prices to be adjusted across the product range at the product level. The product descriptions were improved and missing products added to the shopping feed. Ongoing improvements were made to the Shopping campaign as performance was reviewed.
Keywords were analysed in more detail to identify which were the best performing keywords. Negative keywords were added to prevent the Ads showing for unrelated keyword phrases. Expensive keywords that were generic and not leading to conversions were paused.
Regular Monitoring and Reporting:
The client was kept up to date on progress with a monthly report showing performance against agreed metrics and costs. Zanzi also discussed recommended modifications to the Google Ads campaign each month with the client, to continually improve results.
Conversion Rate Optimisation:
In addition, Zanzi Digital made recommendations on other digital marketing initiatives to further boost sales for the client. These included usability improvements on the website such as site search, product page layout changes plus email marketing advice.