Case Study: Ecommerce Platform Provider Achieved Desired Result Through Google Ads

How was the strategy formed?

When Teamshare came to our agency they already had some google campaigns enabled but after conducting a general audit on the account we noticed several things. 

The campaigns were not properly optimized and monitored daily, and they were practically losing out on good results.

The first thing we did was a debriefing in order to understand the clients’ typology and its’ competitive differentiators. We also analyzed the clients’ website and field of activity, the competition, and we retrieved all the useful information. Having all the data, we are able to create attractive ads and set the appropriate keywords.  When the creative setup is ready, we send it to the client so he can give us feedback.

For this account we created new campaigns from scratch with a very targeted structure.

Were strategic decisions made based on your experience and expertise, competitive research, etc.?

There are plenty of ecommerce companies that offer great website development services, so our challenge was to convince people to click on our ads and choose our services instead of others.

We started creating the ads based on the strengths of this company, and our clients’ differentiators were highlighted. People who were interested in creating a professional website, with a modern technology system, by a company with many years of experience behind, saw our ads and contacted our client.

Example: 

Test Our Ecommerce Platform – Optimized and Customized; Years of Experience 17+; Over 200 websites created; Full ecommerce personalized solutions; Test it for free Now. 

What project(s) were launched as part of the strategy?

In a short period of time, we managed to raise the conversion rate and obtain incredible results. We obtained a number of 202 conversions, with a CPA of 10,90 Euros.

What was the most successful project?

The most successful campaign for this client was a New Broad campaign, based on broad match type keywords, followed by other types of campaigns.

A campaign with broad keywords must be monitored frequently, in order to avoid irrelevant expressions to be shown. Daily optimization includes adding negative keywords when necessary and checking all the other KPIs.

The campaign with the best CPA was the RLSA campaign: remarketing list for search ads. Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your website.

You can tailor your bids and ads to these visitors when they’re searching on Google and search partner websites. Optimizing this campaign we manage to obtain the best CPA in the entire account, even if the number of conversions was less than in other campaigns. 

Were there any unexpected issues that you overcame?

Any account has its challenges. Some of the campaigns were created based on very targeted key expressions, so most of them didn’t have many searches on Google. The implication was that those campaigns weren’t running, they didn’t spend the budget.

So we had to find some new similar and appropriate expressions that had a higher volume search on Google, to extend the campaigns. We succeeded by creating new expressions and new ads, and the campaigns started consuming budget and converting. 

Did you refine the strategy to improve results?

During a close monitor we are able to see exactly what potential customers are looking for and we bring the account at an optimal level.

User behaviour is often affected by external factors as well, so we had to analyze and identify them. Taking into account all those factors, we had to change our strategy accordingly.

How did you and the client work together? Was there a lot of collaboration or was the client more hands-off?

At the beginning of a collaboration with a new client we usually have more meetings or talk through emails in order to get all the information we need. We also want to hear our clients’ feedback in order to improve our strategy but also our services.

We had a close collaboration with Teamshare and we worked very well together. We had questions about the typology of the client and we’ve always received quick feedback.

What did you learn during the engagement?

During the engagement we learned how important it is to talk on a regular basis with our clients because we get many insights.

Although we had many challenges and we learned how to overcome them. We tested many optimization solutions until we found the best solution. 

Any takeaways?

We obtained a large number of conversions in a short period of time, and most importantly we managed to meet the desired CPA.

 Of course we are thrilled to have a happy customer but most importantly we are happy that we can give people hope to find fast the help they need.

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