Google Ads - Ecommerce

Platform - Google Ads

Goal - Product sales

Client
A leading national provider of irrigation systems with 6,000+ SKUs.

Problem

• An old Google Ads account that suffered from bloating, running hundreds of different ads in formats that are not optimal for ecommerce.
• The campaign structure was not based on pushing the best performing products, or products with the best margins.
• Each individual ad was too segmented, and couldn’t accumulate enough data to inform Google Ads' bidding algorithm.

What I did

• Turned off several hundred ads for individual product categories.
• Restructured the account using a single Performance Max shopping campaign as the primary vehicle for revenue.
• Collected performance data into one campaign for easy analysis of where the performance opportunities are.
• Using product performance data, over time grew the account by segmenting the best performing products and categories with a small number of additional campaigns.

Results

• 25% increase in revenue YoY without increasing ad spend, circa $200k per month to $250k per month.