Many online shop owners complain that Google ads is not so successful as it was expected to be. Honestly, usually brands do nothing but one campaign that involves full list of items at once. Is inclusion of keywords enough for effective promotion? Exactly no!
I have a case to illustrate what is an amazing ppc marketing. Our project was a website with camera equipment. In July of 2018 it had ROAS 5.61x, but after a year of hard work it upgraded to 9.89x.
What have we done to get a rise of returns almost in 2 times? There are three steps:
top ads strategies
tiered bidding strategy
tips how to economize spends
Step 1: effective strategies for PPC
Analysis and source audit are the keys of any strategy: at first we analyzed what points have already worked well and, simultaneously, what have lacked.
For instance, the site had good search volume, but hardly little info about cameras and lenses. Moreover, the bits of data were so extremely abstract that the previous ppc campaigns attached camera equipment mostly to irrelevant sites.
Thus, all we needed to do was to help Google to see these incomplete articles as products of Google shopping ads. In other words, to connect all visitors' searching queries directly with items from the online store and make the last ones be at the top of search results. For this we added all structured data feed as camera brand names or sizes of lenses.
As far as this niche had great search volume, it was easy to gain new traffic: for every combination we created a manifold of tiered campaigns accenting on different tags: digital camera, video camera…
To aim the highest ROI we also involved Display ads to site pages: at first sight they are nothing more than bothersome images, but, on the contrary, Google ads really are useful for those who clicked on the site by accident. Besides, based on users' search history this dynamic remarketing strategy can automatically choose what to show and, therefore, is extremely profitable.
Step 2: Tier bidding strategy
The main purpose of tier bidding strategy is maximal constant focus on the highest return queries. At the same time you should not put your back into negative, low bid keywords. The most interesting is that tiered campaign is applied to every single product category.
How to carry on the tier bidding approach?
In Google Analytics look for the queries with the highest income or ROAS.
Find out what attrition rate they have.
Filter the most outstanding collocations.
Create calculation tables including queries, earnings and ROAS.
Classify got word patterns by a profit rate.
Step 3: How to lessen layouts
Invest in tier 3 search queries and pay less for the least productive.
Don't carry on advertising during the dead season days and hours.
Use demographic analysis: gender, age or even amount of salary - each category of visitors prefer different ads.
Learn users as individuals. It is better all of them to be always exposed to new information and appealing buying funnels.
Start a campaign including your competirors' keywords.
running the ppc campaign we reached the 56% raise of ROAS (from 6.34x to 9.89x) just in a year. Hope, this case showed that our consistent strategy and systematic work are surely followed by the best advertising results.