Shopping ads above 5× return within six weeks.
This client is an online store for vitamins, supplements and over-the-counter health products that has been selling for more than a decade. A new owner had just bought the business and wanted more sales on the website itself, where there are no Amazon fees.
- Client
- Online Health Products Store
- Industry
- Ecommerce, health and wellness
- Channel
- Google Shopping and Search
- Engagement
- July 2022 to November 2022
- 3.1× return on ad spend in the first week after launch
- Above 5× in most weeks from September onward, peaking at 6.48×
- Best revenue week of the engagement in November: $12.4k more than the week before, at 5.24×
The situation
Most of the brand's sales came through Amazon. Google Ads and Bing were running, but Shopify products weren't publishing to the Google feed correctly, and the new owner didn't know which campaigns were working.
What we found
A large share of the catalog was disapproved in Merchant Center, mostly because of missing product codes and items marked out of stock. That capped how much the account could spend, no matter the budget. The main Shopping campaign was bidding for clicks, and two campaigns were spending without producing sales.
What we changed
We audited and restructured the account before launching. We paused the two weak campaigns and split Shopping into an All Products campaign and a Product Groups campaign. We switched Shopping to Target ROAS and the brand campaign to Maximize Conversions, and set the brand keywords to exact match so competitors couldn't take the brand's own searches.
We then worked with the owner on Merchant Center, fixing product codes and stock status so more of the catalog could show. As products were approved, we moved budget from the brand campaign to Shopping and launched a campaign for new products as they were added.
What happened
The account returned 3.1× in its first week. By early September it was above 5×, and it reached 6.48× in the first week of October. Weekly spend passed the $1,000 goal as more products were approved, and the return held. In the first week of November, the account had its biggest revenue week of the engagement, $12.4k more than the week before at a 5.24× return.
More of the work
What changed on other accounts, with the numbers.
“Maybe 30 to 50 clicks, and now we're at 200 to 300 a month.”
“Zachary has always had thoughtful insights and suggestions to keep us on track.”
“They've gone to bat for us with platform support more than once.”
Google Ads from 4.8× to 21.9× return on ad spend.
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