Client – 6-figures European entrepreneur in print on demand niche. He built his empire with only one channel – Facebook Ads. A year ago, he realized that it was necessary to differentiate the sources of customer acquisition. He came to us with the task of building a systemic and scalable lead generation from Google Ads with a minimum ROAS of 4
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1. We started with a competitor analysis in Germany and Poland using the Semrash service before starting the work. It helps us to assess the market volume, understand the positioning and competitors' offers. 2. With the help of the analysis, we formed a list of keywords that competitors are already using. This allowed us not to waste time looking for working models, but to get sales on the first day of launch. 3. As a result, we launched 3 types of campaigns - smart shopping, smart search, regular search, and DSA campaigns. 4. Initially, smart shopping was launched for all products with a strategy of the maximum conversion value. This is necessary to train the algorithm and obtain data for further optimization. 5. Smart search and DSA campaigns rarely give positive ROAS. We use them to find conversion keywords that can be used in general search campaigns. Our practice shows that's 3 weeks is enough for data collection. 6. Search campaigns were launched on pre-collected keywords. We chose the optimization strategy for the maximum number of clicks. This helps to reduce CPC and get more traffic for further analysis. 7. Advertising campaigns for each country were written in the local language (Polish and German). According to our practice, this gives from 30% increase in sales relative to the general English store. 8. We developed an analytical dashboard in Data Studio, which allows us to have real-time analytics of results in the context of the unit economy (COG, AOV, revenue, net profit, gross profit).
Polland account results
1. After the first data receiving, we started smart shopping segmentation. We used different strategies - by brands, product categories, AOV, goal CPO, number of sales. In this project, segmentation by AOV showed the best result. This made it possible to more flexibly manage optimization strategies and disable unprofitable product categories. Obviously, products with an average check of $20 and $80 need different optimization strategies, advertising approaches, and so on. In each campaign, we used a different target ROAS. Bestsellers assigned a minimum ROAS to products - this reduced margins but allowed them to generate a large volume of sales. Unprofitable goods, on the contrary, were squeezed within the high ROAS. This gave small volumes, but at the same time, campaigns were consistently profitable. 2. To increase volume, we were increasing the budget by 15-20% every 3 days in profitable campaigns. 3. As I said earlier, smart search and DSA were only used to collect conversion keys. 4. Classic search scaled with a budget and new keywords. After a few months of work, we found 10 keywords that gave 80% of the result. To get the best out of them, we used the SKAG strategy. Single Keyword Ad Groups (SKAGs) are ad groups in Google Ads with just one keyword in them. They help PPC marketers gain more control and a cleaner account structure. With a higher Quality Score and ad relevance to keywords, we were able to increase sales from these keywords by 30% without increasing our budget. This strategy requires a lot of time, but in 80% it allows you to achieve a breakthrough in results.
Germany account results
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