Google Ads - Ecommerce

Platform - Google Ads

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Goal - Product sales 

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Client 

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 A leading national provider of irrigation systems with 6,000+ SKUs.

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 Problem

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•   An old Google Ads account that suffered from bloating, running hundreds of different ads in formats that are not optimal for ecommerce.

•   The campaign structure was not based on pushing the best performing products, or products with the best margins.

•   Each individual ad was too segmented, and couldn’t accumulate enough data to inform Google Ads bidding algorithm.

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 What I did

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•   Turned off several hundred ads for individual product categories.

•   Restructured the account using a single Performance Max shopping campaign as the primary vehicle for revenue.

•   Collected performance data into one campaign for easy analysis of where the performance opportunities are.

•   Using product performance data, over time grew the account by segmenting the best performing products and categories with a small number of additional campaigns.

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Results

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·         25% increase in revenue YoY without increasing ad spend, circa $200k per month to $250k per month.