Google Ads account restructuring leading to a 30$ ROAS
29% growth in overall sales between March and August 2024 compared to the same period in 2023.
Objectives.
Increase the business' online sales in Canada and the United States of America.
Challenges
- Managing an inventory that moves quickly, requiring high responsiveness.
- A new product niche with demand that fluctuates significantly from one region to another.
- Complexity of technical specifications to be translated into clear ads.
Our Strategies.
How did we reach the goal?
Bidding optimization: The power of Portfolio Bid Strategies
Portfolio Bid Strategies simplify bid management by applying automatic and coherent optimization across multiple campaigns. It collects conversions specific to each campaign, aggregates them, and leverages the combined data to guide the algorithm in optimizing all campaigns in the portfolio. This approach maximizes overall performance, especially when campaigns share similar goals, such as increasing sales. Since electric motorcycle transactions are less frequent due to their high cost, it is crucial to pool data from multiple campaigns to accelerate the learning phase, therefore maximizing results. This tactic provides significant time savings, intelligent and accelerated optimization, better budget allocation, and ensures consistent performance.
Result:
A ROAS of $30 across all campaigns over a 6-month mandate.
Merchant Center: Increasing the CTR through optimized product feeds
Product title optimisation in Merchant Center is often underestimated event though it constitutes one of the main criterias exploited by Google to determine which of our products will be shown per query. For Ebikezilla, titles were not sufficiently optimized, which reduced product visibility and performance. By applying optimization strategies, such as adding specific terms like "electric," "e-bike," and the associated brands for each product, we significantly increased click-through rates (CTR) across all our Shopping campaigns.
Result:
A 32% increase in CTR for our Shopping campaigns compared to the same period the previous year (March to August 2023).
The Results.
between March and August 2024 vs. the same period of the previous year
from Shopping campaigns vs. the same period last year
for Shopping campaigns vs. the same period last year
