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Revenue From Ads
CPC
CTR
Healthcare
324
US
B2C
2011
NoorVitamins™ had already been through a number of failed attempts to promote their vitamin products online via different service providers. Being an up and coming brand with strong offline sales, they knew their problem was not with the product.
So, as part of our new-client onboarding process, we performed in-depth research and analysis of the Google Ads account and the market in which the client operates.
This was done so that we could evaluate what was previously implemented along with the strengths and weaknesses of the product and the existing campaign. This would allow us to understand where we would need to get to in order to bring the customer the ROI they required.
Initial analysis showed:
After our analysis we understood that the poor campaign performance started at the very core of the Google Ads system, the fundamentals were not in place from poor campaign setup to underused features and options.
Our actions were:
From our experience, a large percentage of business owners who advertise on Google Ads are unsuccessful due to poor organization in the setup of their ad account, and this was the case here.
After mapping out the products and categories on the website, we reassembled the account which previously had campaigns focusing on general categories into campaigns that focused specifically on each product type.
We researched target keywords for each product separately, and we developed ad groups for each campaign. The ad groups focused on the expressions most searched for in e-commerce such as price, discounts, where to buy, recommendations, etc.
As part of the customer’s failed attempts to achieve success, a lot of money was being spent on very broad expressions that weren’t converting, but did however provide us with some interesting data. Reviewing this past history provided us with a few ‘golden’ search queries (out of thousands) that we chose to focus on with our new campaigns.
At the same time this data also provided us with a wealth of information on keywords we wanted to exclude and not waste budget on.
For a customer with a large media budget, it is often very easy to lose track when it comes to correctly managing and allocating budget across campaigns..
A lot of advertisers end up spending budgets on under-performing campaigns when there are other campaigns that perform incredibly, but end up being underutilized. This is definitely not our school of thought!
After analyzing and classifying the initial campaigns we created, we began to understand which ads and ad sets had our winning formula and which were the weak links. Having identified some clear trends, we routed budgets to the campaigns that were converting best, giving us an easy opportunity to increase revenue whilst we were analyzing the less successful product ads and trying to figure out how to improve them.
Smart click strategies can threaten many advertisers and we have previously been one of them. For a period of time we chose not to use these strategies because it appeared to mainly serve Google, raising conversion costs whilst providing less value to the advertiser. Not this time!
After we identified our winning product ads and campaign purchases increased, we implemented the Target ROAS click strategy. This helped increase the overall campaign performance even further, with the ROI percentages rising beyond what we defined as targets in the system.
The case study for NoorVitamins™ demonstrated a 150% increase in revenue from Google Ads while maintaining the same ad spend. Additionally, the CPC decreased by 25%, and the CTR increased by 18%. Implementation of Smart Click Strategies, including the Target ROAS, helped exceed the defined ROI targets, positioning NoorVitamins™ as a competitive player in the healthcare industry.
Founder & CEO
