Increase in sales
increase in efficiency
return customer rate
With all of the challenges with Facebook and Instagram, we decided to start with Google Search and Shopping. Working with not much data, the strategy was focused on setting a good foundation in terms of structure and keywords. We launched with an alpha / beta approach and grouped similar keywords in ad groups. With this approach, Boob Hold’s ad ranks started improving while we also revamp their landing page experiences since they had a few different products. We optimized the account with manual bids to get enough data on intent and profitable keywords before switching over to a target ROAS automated bid strategy. With manual optimization we 3x’d monthly conversion and improved return on ad spend by 15%.
With enough data in both the search and shopping campaigns we were now able to switch to an automated target ROAS strategy to allow the account to fully utilize Google’s algorithm. Over the next 2 – 3 months the account once again 4x’d in monthly conversion while maintaining our profitable return on ad spend (ROAS). On top of this, we were able to successfully switch standard shopping campaigns to smart shopping campaigns which increased monthly conversion by 60% while improving ROAS by another 10%.
The goal was simplifying the account by organizing and segmenting keyword categories. Improving the overall experience and ad ranks was a priority in order to increase search impression share. From there we manually bid to find pockets of intent, growth, and ROAS before switching to automated strategies to scale.