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Background:
This is about a UNAS online store where the owner had no knowledge of online marketing or Google Ads campaign management. Only an automatic smart campaign was running when we took over the account. Naturally, there was neither measurement nor any data available from the account.
Work:
We started the work by setting up analytics, configuring conversions, and making the necessary configurations. Since there was no Merchant Center, we created it, allowing us to serve ads based on a product feed. Unfortunately, working with the client was very challenging: we had to constantly teach the basic concepts and functionality, and the client’s attitude was hostile throughout. Despite the small budget, we put a lot of effort into proving our capabilities!
Result:
The smart campaigns ran until March, and there is limited data for this period. However, from March onwards, as we took over the account, we were able to measure ROAS. As seen on the PPC dashboard, we managed to increase the initial 7.3 ROAS to 24 by July.
The previous 300-400 monthly clicks grew to 2700 by July. Indeed, we started to increase the spending, but we saw that the return on investment was improving, so we managed to convince the client to invest more. The number of monthly purchases increased from 29 to 139 by June. The account took off, and the sky was the limit! And what did the client do in July? They terminated the contract, citing that it was unprofitable 😮
Lesson:
From the very beginning, we put a lot of effort into this project to prove that better results can be achieved than with an automatic smart campaign. The results were beautiful, and there was still a lot of potential in this account. But if such numbers result in “losses” for the owner, then there might be serious issues in the background…
