$122K @ 3.9x Return on Ad Spend
Scaling...
Let’s go deep on this case study.
We’re comparing year over year and the first 3 months of us working on this
account.
Here’s what we’ll cover:
• TOF awareness strategy
• MOF consideration strategy
• BOF remarketing strategy
• Campaign setup
• Bid strategies
• Budget allocation
A lot, right? I know.
Hang tight because this is going to be a long one
I’m going to tell you exactly what we did here. I’d like to preface this by
saying you’ll need to find creative ways to apply this to your brands/clients.
Let’s start with the backstory of this brand. - RGB Halo Kits is an automotive
LED lighting company. They sell high-quality and unique products that
incorporate the latest LED and optical technology. https://rgbhalokits.com/
TOP OF THE FUNNEL (TOF) - AWARENESS/CONSIDERATION STAGE
Campaign structure:
---------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Display
→Ad groups - Affinity / In-Market / Similar Audience
---------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - YouTube
→Ad groups - Affinity / In-Market / Similar Audience / Keywords / Placement
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Discovery
→Ad groups - Affinity / In-Market / Similar Audience
--------------------------------------------------------------
We focused on grabbing the attention of cold audiences. Keeping the frequency on
the higher end, we focused on top cities that were performing the best based on
an aggregate of data sets from both Google Ads & Google Analytics.
MIDDLE OF THE FUNNEL (MOF) - CONSIDERATION STAGE
Campaign structure:
--------------------------------------------------------------
→Bid Strategy - CPC (enhanced)
→Campaign Type - Shopping - [Category] - [Product Type]
→Ad groups - [Product Brand] - [Variant]
--------------------------------------------------------------
→Bid Strategy - CPC (enhanced)
→Campaign Type - Search - [Category] - [Product Type]
→Ad groups - [Product Brand] - [Keyword Theme]
--------------------------------------------------------------
Our main goal here was to connect the brand to the demand of the market. This
part is more product oriented driving traffic to a much more warmer audience.
First we re-structured their shopping campaigns to provide a clearer direction.
We also noticed that there was a decrease in sales due to restrictions from the
initial setup of automated bidding (Target ROAS). Shopping was driving ~80% of
the revenue so this was our core focus.
We set the campaign structure to align with their website setting at the
campaign level starting with the product category and working our way down to
the product through the adgroups.
The adgroups were organized by make and model. Within those adgroups we also
added the item id’s for better visibility on products that were generating the
most revenue.
We used this same structure to expand into search campaigns.
BOTTOM OF THE FUNNEL (BOF) - REMARKETING STAGE
Campaign Structure
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Display
→Ad groups - 30 Day Web Visitors / Abandoned Carts
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - YouTube (Max Conversions)
→Ad groups - 30 Day Web Visitors / Abandoned Carts
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Discovery
→Ad groups - 30 Day Web Visitors / Abandoned Carts
--------------------------------------------------------------
Our primary goal was to convert previous web visitors with a strong call to
action. We analyzed the Time Lag in Google Analytics to come to a conclusion on
how many days we wanted to retarget. He hit the sweet spot here!
BUDGET ALLOCATION
TOF ~9%
MOF ~82%
BOF ~9%
Throughout our time working with this client we found that search wasn’t as
profitable as shopping but continued testing this. Leveraging the data we had
from Shopping to work into the Search campaigns.
I’ll leave it at that.
I hope you enjoyed it. I know campaign structure is a huge problem I see when I
hop into a new account, I hope this helps.
Let me know if you have any questions.
Thanks!
Originally posted by Victor S. Pazmino on Facebook
link: facebook.com/groups/295099194660959/user/1807225076/
Scaling...
Let’s go deep on this case study.
We’re comparing year over year and the first 3 months of us working on this
account.
Here’s what we’ll cover:
• TOF awareness strategy
• MOF consideration strategy
• BOF remarketing strategy
• Campaign setup
• Bid strategies
• Budget allocation
A lot, right? I know.
Hang tight because this is going to be a long one
I’m going to tell you exactly what we did here. I’d like to preface this by
saying you’ll need to find creative ways to apply this to your brands/clients.
Let’s start with the backstory of this brand. - RGB Halo Kits is an automotive
LED lighting company. They sell high-quality and unique products that
incorporate the latest LED and optical technology. https://rgbhalokits.com/
TOP OF THE FUNNEL (TOF) - AWARENESS/CONSIDERATION STAGE
Campaign structure:
---------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Display
→Ad groups - Affinity / In-Market / Similar Audience
---------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - YouTube
→Ad groups - Affinity / In-Market / Similar Audience / Keywords / Placement
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Discovery
→Ad groups - Affinity / In-Market / Similar Audience
--------------------------------------------------------------
We focused on grabbing the attention of cold audiences. Keeping the frequency on
the higher end, we focused on top cities that were performing the best based on
an aggregate of data sets from both Google Ads & Google Analytics.
MIDDLE OF THE FUNNEL (MOF) - CONSIDERATION STAGE
Campaign structure:
--------------------------------------------------------------
→Bid Strategy - CPC (enhanced)
→Campaign Type - Shopping - [Category] - [Product Type]
→Ad groups - [Product Brand] - [Variant]
--------------------------------------------------------------
→Bid Strategy - CPC (enhanced)
→Campaign Type - Search - [Category] - [Product Type]
→Ad groups - [Product Brand] - [Keyword Theme]
--------------------------------------------------------------
Our main goal here was to connect the brand to the demand of the market. This
part is more product oriented driving traffic to a much more warmer audience.
First we re-structured their shopping campaigns to provide a clearer direction.
We also noticed that there was a decrease in sales due to restrictions from the
initial setup of automated bidding (Target ROAS). Shopping was driving ~80% of
the revenue so this was our core focus.
We set the campaign structure to align with their website setting at the
campaign level starting with the product category and working our way down to
the product through the adgroups.
The adgroups were organized by make and model. Within those adgroups we also
added the item id’s for better visibility on products that were generating the
most revenue.
We used this same structure to expand into search campaigns.
BOTTOM OF THE FUNNEL (BOF) - REMARKETING STAGE
Campaign Structure
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Display
→Ad groups - 30 Day Web Visitors / Abandoned Carts
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - YouTube (Max Conversions)
→Ad groups - 30 Day Web Visitors / Abandoned Carts
--------------------------------------------------------------
→Bid Strategy - Maximize Conversions
→Campaign Type - Discovery
→Ad groups - 30 Day Web Visitors / Abandoned Carts
--------------------------------------------------------------
Our primary goal was to convert previous web visitors with a strong call to
action. We analyzed the Time Lag in Google Analytics to come to a conclusion on
how many days we wanted to retarget. He hit the sweet spot here!
BUDGET ALLOCATION
TOF ~9%
MOF ~82%
BOF ~9%
Throughout our time working with this client we found that search wasn’t as
profitable as shopping but continued testing this. Leveraging the data we had
from Shopping to work into the Search campaigns.
I’ll leave it at that.
I hope you enjoyed it. I know campaign structure is a huge problem I see when I
hop into a new account, I hope this helps.
Let me know if you have any questions.
Thanks!
Originally posted by Victor S. Pazmino on Facebook
link: facebook.com/groups/295099194660959/user/1807225076/
