How We Achieved 3.5x ROAS for a 6 Figures ads Budget for A Womenโ€™s Fashion and Apparels Brand

Navneet Singh, Founder

Case Studies

๐—–๐—ฎ๐˜๐—ฒ๐—ด๐—ผ๐—ฟ๐˜†/ ๐—ก๐—ถ๐—ฐ๐—ต๐—ฒ: Women’s Fashion and Apparels

๐—ง๐—ถ๐—บ๐—ฒ ๐—ณ๐—ผ๐—ฟ PPC: 12 months

Location: United States

๐—ฃ๐—น๐—ฒ๐—ฎ๐˜€๐—ฒ ๐—ก๐—ผ๐˜๐—ฒ: We are displaying the outcomes of 12 months of performance marketing on one of our ongoing projects.

Performance Overview

  • Yearly Budget: $200K
  • Conversion Value: $721K
  • ROAS: 3.5x

Many eCommerce retailers employ paid search campaigns and expect great results. But, things do not turn out as expected as they do not have an experienced marketer to take care of their matters. 

Google Shopping is a great place to begin product marketing. It helps you to understand things which you’re doing. When this does not occur, your Google Shopping revenue becomes very low.

Though you are getting good outcomes, you may still be missing out on potential revenue. You may repeat the story time and again. Clients generally approach us because they feel that their Google Shopping revenue can be higher. Though clients have a hint about things not being right, they may not be able to figure out the same.

Typically, performance marketing can have a great problem, and it is not your area of expertise. Though you may have good products, some of them can be severe and accidental mistakes that can keep success away from you.

The best thing is that you can track your mistakes as they lead to a high increase in revenue and a high return on ad spend. This article is related to a client who had a nearly 10X rise in Google Shopping revenue due to things that go into rebuilding campaigns.

Several things can happen when you go for Google Shopping campaigns and take them towards a better position. You may have several stories that help bring the Google Shopping revenue to the right point where it needs to be, and this may be a good enough to get started.

Hidden Mistakes

You can get small insights over big time. The same is the case with this client as he approached us. This particular client has been selling women’s clothing, apparel, and accessories, a niche involving a lot of competition.

As the client had been running the Google Shopping campaigns for a lot of time, they just produced a 0.97 Return On Ad Spend (ROAS). Moreover, it was not sustainable on the go, especially as it was considered as the cost of goods and shipping.

The Real Problem

Several things may not add up correctly. For example, in this case, the company has a lot of products. There is a good demand for the products, and the product margins are also good.

However, despite this, things did not work so well. However, there was no obvious answer to the problem as we started working with them. But, items were analyzed by taking into account different factors which went missing. 

We required getting an in-depth look at the company’s Google Ads account. Firstly, we had to refine our existing search and shopping campaigns. We also audited various Google Ads accounts and found that nearly 76% of their ad spend was wasted. Seeing this was indeed a breakthrough, and we had to find where a lot of our ad spend got wasted.

So, we started a vast paid search campaign using refined targeting based on things we have learned so far to clean up our account. Applying these things helped us though we didn’t get the right kinds of results we were looking for. So, we took to digging deeper.

A little research revealed to us several shocking things. Many of their products didn’t pull through in Google Shopping!

Fixing The Problems

Tracking and fixing the problem gave fabulous results. We found that Google Shopping Revenue increased by 300%, and ROAS jumped up to 3.5x. So, Google Shopping didn’t become a liabilityโ€”instead, it proved to be a great asset. You achieve great potential as you go for a client who had specific key issues which kept them away from success.

Missed Opportunities

Businesses need to save themselves from missing out on opportunities. Great opportunities look businesses into their face, but they do not realize it. We had this client in the sporting goods industry selling a lot of goods or services. We have worked with this client and only in some time achieved outstanding results for most of their campaigns. 

We found that their accessories, shoes and other products had only a 1.8x ROAS. Things weren’t going as well as they could be, and we had to do things in a better way. As we carried out the change, it gave us insight into how to make things work for other campaigns. 

This sports industry client had so many products, but they didn’t look good as they were not updating their feed correctly. Again, it’s essential to solve this problem while coming up with various kinds of intelligent, automated rules:

If Google Product category contains ‘apparel’>

Append:”+size+”+color+”+gender+”+age group

If google product category does not contain ‘apparel’>

Append:”+size+”+color

These rules were relevant to Google to add the correct product information to the product title depending on the kind of product displayed.

So, a product title like “Maxi Night Dress” is replaced by “Maxi Night Dress Small/X-Large Womens.”

This may seem simple, but it dramatically affects campaign performance month-over-month, with the return on ad spend increasing from 0.98x to 3.5x. Google Shopping revenue increased by 300%!

You can just combine small experiences with your know-how to significantly improve campaign performance. This means that you offer your clients the right products. You need to figure out the right way to unlock the revenue hidden in the untapped opportunity.

A Little Automation Can Go a Long Way

A little automation can go a long way. Google Ads revenue is simply related to the algorithm which will come into play for a particular time period.

Structure Matters

It counts to find the right way to set up the campaign structures which have a higher impact on their performance. Understand this way. If your campaign structure is based on your budget, wrong impressions, clicks and products, it can lead to a lot of wastage of money though you do not realize the same.

It was also happening to this campaign. When they came to us, the client did not know how to grow their online presence though they ran ads for Google Shopping. And their performance was not consistent on Google. Earlier, they barely achieved 1x growth. They had a hard time finding any real Google Shopping revenue growth. But, as we tracked and fixed the things, in a few months, they hit a ROAS of 4x. 

What We did to Rebuild Their Campaigns

We focused on the budget, which had to be spent on the highest intent users to create their new Google Shopping campaign. Also, we increased bids on all of the top-selling products.

This campaign structure started yielding excellent outcomes after being set up, and we achieved a higher incremental testing ad for all new products for capitalizing on the right ones and gaining traction.

This approach gave excellent outcomes. Now, you know why our work became a game-changer for this client. Rebuilding and refocusing the campaigns is not easy. But, sometimes, it may take only a slight change to get the right results.

Conclusion

Ultimately, you require your e-commerce business to do well on Google Ads. Some of the Google Facebook Ads strategies work better than the others. However, when you set up things correctly, you can always make things work well. 

Businesses run into a problem most of the time because either they do not have the time or the expertise (or both) to make things work properly. Often, small mistakes can also limit your campaigns in a big way.

So, the feeling you get that you can get more out of your Google Shopping campaign can be right. The right tweaks help you to increase your Google Shopping revenue to give the results that they deserve.

And if you’d like to see what output your campaigns can offer, you can let us have a look at the same. We’ll carry out an audit to show you various ways in which we can help. 

Also, feel free to leave your comments, thoughts, and experiences below if you increased your Google Shopping revenue or have any tips or tricks to share.