Google Ads
We took over this account in July 2023, it was struggling to get a profitable Cost per Acquisition. The client’s goal was to get the Cost per Acquisition down without compromising on Ad revenue. As there is severe competition right now on Google Ads, especially in Search Ads, we remapped the whole strategy. Following were the changes we introduced that resulted in taking our ROAS from 113% to 315% within 2 months.
- We setup new RSA search ads campaigns each ad groups with pre-emptive negations.
- We used Manual Bids Strategy in all campaigns and based on the conversions specific data, tuned the specific keywords’ bids optimization to ensure we max out the spend on best performers.
- In our Performance Max campaign, we excluded the Branded audiences who already have been to our website, that increased the Conversion Rate
- Previous Search campaigns were not segmented based on keywords themes, setting new ones with themes was part of strategy.
- Since our clients’ major targeted audience was middle-aged Women, located in the Midwest region, we narrowed our Ads to just the audiences in that US Region, this demographical optimization helped to reach relevant customers.
Meta Ads
This Facebook ads account struggled for the first two Quarters of 2023 to maintain a profitable CPM.We took over the Ads campaigns in mid Q3 of 2023 and evaluated our ads strategy.
Here is what we did to optimize the CPMs and increase Purchases.
- Instead of the interests-based audience targeting, we started targeting Custom Pixel Retargeting our website past visitors, that increased our CTR by an overall of 30% account wide.
- We used UGC based Creatives and A/B tested multiple UGC Videos in each campaign to determine which specific Creatives yield the most engagement.
- The previous campaigns had no audience segmentation in multiple ad groups, we segmented the audiences with respect to each demographic group that made it clear which demographic groups worked or not.
- Our Overall CPM went down from $26 to $15 and the CTR increased from 0.3% to 1.1% account wide in 2 months span.
Amazon Ads
This brand sells Pet Supplements with Cost per Clicks ranging much higher than the average Order Value making it challenging to optimize the Return on Ads. The Sponsored Products Campaigns had 40% of their budget going mainly to Auto campaigns which were poorly structured.
- We changed the approach by shifting the high converting search terms from Auto campaigns to newly setup Exact Match Manual campaigns.
- Along with that, we doubled up Top of search placements modifiers for the old established campaigns to generate more traction as the sales were declining.
- The fine tuning and new setup of Manual campaign helped us to reach an ACOS OF 29%, TACOS of 13% and the Ads Sales increased in 3 months to $127k a month to around $170k a month.
