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CASE STUDY: WALL ART BRAND

DOUBLED REVENUE IN 60 DAYS WHILE MAINTAINING PROFITABILITY

Wall Art Brand

This is a 7-fgure, US-Based Wall Art brand.

Joshua, the owner, contacted us as he felt his Google Ads were flatlining while his Facebook Ads were growing fast.

He was looking to grow his Google Ads as everything else was blowing up and he wanted to have a channel that independently grew from Facebook Ads.

In 60 days we 2.5X'ed their Google Ads Revenue while maintaining a 351% in ROAS.

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INTRODUCTION:

Let’s start off with the essentials:
  • 7-figure Wall art brand
  • USA
  • AOV $192
  • ROAS 351%
  • Scaled from $205K to $508 in revenue in 60 days
CHALLENGES:
  • Results and growth were flatlining for over 6 months. They were stuck at $20K ad spend a month on average
  • Their Facebook ads were blowing up everything was growing, but their Google Ads stagnated
  • They were taken for a ride by their previous agency because they ‘didn’t know what they didn’t know’ - they knew there was more potential but their agency wasn't focused on results.
First, here are the two strategies we used in this post:
  • Spartan Wall Shopping Ads method
  • Parallel Placement Messaging
But before we go into those, first we need to make sure we have the proper groundwork for growth.

All figures in the image below are shown in USD. And May-June 2020 are compared to March-April.

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So how did we scale this account?

| PHASE 1 - SETTING THE STAGE TO WIN |

Machine learning is the new thing that can mean the difference between skyrocketing results or flatline and cry.

The key here is to learn how to stack the deck in your favour. Because it isn’t set by default. On the contrary.

You need to train Google’s algorithm to become an ally instead of an enemy. Let that sink in for a sec.

A.I. can only be as good as the data you instruct it with.

So it becomes of crucial importance that you feed it consistent, quality training data.

There are 3 key areas that are the bedrock for your success:

 

ATTRIBUTION MODELS & TIME LAG

I’ll keep this short. The days of ‘one-click-buy’ are long and gone. The customer journey is becoming longer and more complex.

Imagine what results you would generate if you only put 50% of an equation into a calculator? Doesn’t make sense right?

Hence, ‘last-click’ attribution is something of the past.

 

ACCOUNT ARCHITECTURE

Google Ads 101. This can give you a quick 80/20 if implemented right.

A well-thought-out campaign architecture is essential to cutting down your CPAs.

I'm not going over this too extensively as we're already doing this in other case studies.

But basically, we set up funnel based ad campaigns to have full control over budget allocation and bid strategies.

 

OVERALL STABILITY

It’s no secret brands rely on other platforms to function. Take for example payment processors, e-commerce platforms and cloud based solutions. Although they’re a big help for your business they’re simultaneously your greatest enemy lurking in the dark.

Imagine the shopify servers being down for a couple of hours.

The algorithm understands who you audience is but suddenly they stop converting.

Now it has to adjust its course because it doesn’t understand WHY they don’t convert.

If you don’t know how to deal with this it can have devastating effects on your account.

Stability is key for long term, automated growth.

| PHASE 2 - SPARTAN WALL METHOD FOR GOOGLE SHOPPING |

If there’s one thing that every advertiser wants, it’s make more money with less ad spend.

So how do you do that?

On one hand you need to create a ‘shield’ that protects you from overspending,

And on the other you want to control budget allocation.

The answer is not “One smart shopping campaign for all”.

That’s one of the biggest mistakes you can make.

Simply because you don’t have any control.

And you overspend pretty easily.

You might not even know it yet…

But I’ll get into that a little later.

Smart shopping can definitely be an asset, but don’t use it as an all-in strategy.

Because you’re leaving big stacks of money on the table.

Let me illustrate that with our ‘Spartan Wall’ method:

Our goal is to have:

  • More reach
  • More product visibility
  • More conversions

To do this we need product control and budget allocation on all levels.

So we implement our campaign on 3 different levels:

  • TOF
  • MOF
  • BOF

A smart shopping campaign is ONLY used as a sidekick, leveraging TOP sellers.

That’s the first line of offense, it’s simply cherry-picking.

Setting campaign priorities and high-level keyword exclusions make sure that we’re visible across the board so we can bid pole position on high converting search terms.

On top of that, we have scripts running that exclude low CTR queries to increase profit margins throughout the weeks.

And as the customer journey is getting more complex, we also maintain a different ROAS goal for TOF and MOF.

The fact is that most people search generic, not specific.

The question is if you are you going to wait for them or actively engage with them throughout their journey?

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| PHASE 3 - PARALLEL PLACEMENT MESSAGING |

"A customer doesn't buy because they understand what YOU do; they buy because they FEEL UNDERSTOOD."

I keep saying this because people tend to have this backwards. And while the focus of many e-commerce stores and brands might be on Google Shopping…

You don’t want to forget it’s non-visual nephew,

Search campaigns…

There’s still a lot to gain here.

For this client about 40% of non-brand revenue is gathered through search campaigns.

Anyway, this specific phase has ONE goal:

*** Align your messaging with your customer's journey ***

As we work with intent, we can PREEMPT our ads.

But if your message is out of sequence, you'll lose your customers on the search engine result page.

And those low CTRs are killing your CPC…

That's why we structure our search campaigns per:

  • Step of the funnel
  • and our ad groups PER INTENT.

Result is that you have ultimate control over the budget allocation per step of their journey.

As someone who is searching more generic converts less fast and needs more nurturing than someone who is ready to buy,

You can now set different budgets and ROAS targets. And this is how you attract NEW users that will be soaked up into your omni-channel funnel.

CONCLUSION

Our process for growth is simple:

  • In-depth audit
  • Performance Baseline
  • Trimming the fat
  • Scale

The used strategies described in this case study were the perfect fit to turn around the trajectory of their declining performance.

In the end, we generated 2.5X revenue in 59 days while slightly improving their ROAS to 351%. We created more opportunity and made Google Ads an independent channel for growth.

If you want to grow your brand too without depending on Facebook Ads, then book a FREE strategy call with us and we’ll have a look if we can help your Google Ads account to the next level.

Don't take just our word for it

What others say about us

So you do your due diligence. Why would you spend your precious time going on a call with these guys? Exactly. You need some stories that resonate with your situation. So go check some of them out, if it helps.

"In the First 6 Months We Saw an Increase of 200% in Spend and Return."

"Five months ago we were averaging at a Return on Adspend of 150%. Right now we're averaging at a 450% ROAS while continuing to expand the campaigns...Which is amazing!"

"We Now Have Multiple Google Ads Clients Coming In And It Brings In a Lot of Extra Revenue."

We deliver onlne marketing done with you services that are fully crafted to your needs. There's no "one size fits all" solution, nor is there one magic framework that rules them all. We are flexible and as long as you're committed, we're 100% confident we'll take you to the next level(s). Want to find out if we're a good fit? Hit that button and apply for a strategy call.

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