E-commerce. Europe
Project description
We have worked with a wide range of niches in the e-commerce sphere, but we have never run ads for a Wine Shop or alcoholic products in general. This was a challenge for us.
The client came to us with blocked ads due to the sale of alcohol, as well as low ROAS results. The average ROAS was 1.87.
GOAL
We set phased goals:
- Unblock the ads
- Start showing new ads
- Improve ROAS metrics
ANALYSIS
We conducted an audit of the Google Ads account, Google Analytics (GA4), and Google Merchant Center. Additionally, since this is an online store selling wine and other alcoholic beverages, we analyzed whether the sale of this product was legal in the country where the client’s wine shop is located, and received a positive assessment.
SOLUTION
We checked the conversions and how they interact with the Google Ads account, Google Analytics (GA4), and Google Merchant Center. We always do this to ensure that we see all the metrics and can improve them.
Stage 1 – Working with the Google Ads account
First, we unblocked the ads. Google Ads imposes limits on the sale of alcoholic products, but the campaigns were launched nonetheless.
We also changed the strategy in the Google Ads account. We adjusted the settings of the advertising campaigns. We optimized the Google Ads account to get better metrics, namely CTR, CPC, and Conversion rate.
Stage 2 – Working with Google Merchant Center
Our main campaign was Performance Max, so for the effective work of this campaign, we focused on Google Merchant Center. Specifically, we added more search terms in the headlines and descriptions. We divided the feed by categories and paid attention to product identification. As a result, we obtained sales not only from paid campaigns but also from free Organic Shopping.
As a result, we increased ROAS from 1.87 to 6.04. We consider our work on this project successful.
RESULT
- ROAS
Before 1.87 – Became 6.04- Cost per sale:
Before $112.57 – Became $52.38- Conversion rate
Before 0.84 – Became 2.07
Stages of work
2. Obtaining access
3. Audit
2. SetUp conversions and analytics
3. Testing
2. Cost optimization
3. Scaling the best connections