An established B2B electrical product supplier was previously driving conversions via its eCommerce website through a Pay-Per-Click (PPC) campaign, running Google Shopping and ads on the Display network. They were seeing particularly good results from Google Shopping, with a low cost per acquisition (CPA) and a high return on ad spend (ROAS), but they began to struggle with making the most from their budget when they hit a revenue of 30k per month and started to increase bids on their target keywords. This client came on board with Exposure Ninja looking to scale their business and increase their return on investment from paid search.
Upon our takeover, our main challenge was to improve the performance of already well-performing Shopping ads and increase sales while steadily bringing down the CPA without compromising the success of the existing campaigns. The client was using a manual bidding strategy for their 20k+ products and 56% of the products were already appearing on the first page for Google Shopping searches.
To meet our objective and increase the number of qualified website visitors (those who were likely to purchase) from the ads, we had to test multiple bidding strategies. This was a risk we had to take: we would increase the overall spend and reduce the cost per acquisition in the short term, but the long-term benefit would be that we were putting the right products in front of the right users.
Fortunately, because the client had previously been running a successful PPC campaign, we had plenty of historical data to dig into, which allowed us to experiment with different bidding strategies. As expected, the first month was tough, and our tests increased both the ad spend and the cost per acquisition, but this testing period was crucial to gather data and identify the best ways to improve the overall account performance in the long term.
In the second and third months, we reduced the cost per acquisition by 213.25% and increased the return on ad spend by 300% to a much healthier 1029% (meaning they were making 10X what they were spending).
We did this by reverting to a manual bidding strategy and introducing a Smart Shopping campaign. But we knew that we could push things further still.
During the campaign, we continued to tweak and optimise the campaigns, both reacting to results and being proactive in testing new strategies and campaign types to improve performance. In month four, we hit the jackpot. We combined the Google Smart Shopping campaign with manual Shopping bid optimisation and increased the client’s return on ad spend by 56.94% to £72,535.33 — a massive increase of £41,551.91 — and decreased the cost per acquisition by a further 39%.
We also turned our attention to wider strategies that would help signal the client’s authority to potential customers. This included our Google Smart Shopping campaign, which gave us a larger audience reach compared to the default keyword research model.
Using Google Smart Shopping, we increased brand awareness, with impressions (the number of times the ads were seen) increasing from 1,432,109 to 1,989,441 in five months — up 38.92%. In the same period, we increased conversions by 74.19%, from 341 to 594. All of our improvements culminated in a huge increase in ROAS (return on ad spend), up to 1,603%.
At Exposure Ninja, our team of expert PPC Ninjas are on hand to help grow your business. You won’t get automated management from software — your dedicated PPC Ninja personally works on your account, optimising your campaigns to decrease your spend and skyrocket your sales. We are completely transparent with our clients and tell them what they can expect — even if that means a short-term increase in spend — but as this case study clearly shows, the payoff can be huge.
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