Background
Manufacturer – Health/Beauty > Essential Oils
Our client is an Australian family business that has developed a natural range of pure essential oils products. The products are the first in the world to contain the therapeutic benefits of Kunzea Oil and have been formulated to be highly effective. While being a manufacturer of the products, they also have an online store selling these products directly to customers.
Initial Situation
With a website built on Shopify, the client had set up Google Smart Shopping campaigns using Shopify apps to generate more traffic and sales through search engine marketing. The ads were generating sales but the cost per acquisition was expensive and therefore not able to scale up the campaigns profitably by increasing ad spend.
How We Helped
On initial consultation we performed a thorough audit for their Google Ads platform, Shopping Ads performance and website performance. We identified gaps and opportunities for growth, as well as top performing products and categories. After taking over management of the Google Ads account we revamped the campaign structure with our new strategy and optimised performance for the shopping ads.
Below were some of our key findings from the initial audit:
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🔎 Smart Shopping
With the Smart Shopping Campaign it’s a basic/express setup, which doesn’t give much control for optimisation. It also includes dynamic remarketing, so it is not pure acquisition campaign (to get new customers). Currently the ads are not set up to utilize cover images and ad copy which helps make the ad more engaging in the Display ad formats. It is also showing all products in range and not optimised to top performing products
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🔎 Tracking
Tracking for sales transactions were set up in Google analytics and imported into Google Ads, however Store Locators usage was not tracked and was a business KPI
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🔎 Search Ads
Ad group structure, a.k.a how your keywords are grouped, affects the performance of your campaign. Ads are assigned to each group of keywords, so it is important to ensure that we can show the most relevant ad copy for user searches by tightly grouping the keywords.
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🔎 Landing Page Analysis
Homepage is much higher converting then the product information pages (23% vs 14%)
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🔎 Messaging
We identified 15 Key Selling Points and a USP to use based on competitor research and through our strategy session with the client
The Result?
📈 2.2X growth in Google Ads driven revenue in just the first 30 days of making changes to the account. Over time and continuous improvement and regular strategic catch ups with the client, we continued to grow sales, improved ROI and even experienced a 1150% growth during COVID19.
Hayden B Zea Relief
