Headwear Online Shop

#case
The USA
Key features of the project:
  • only one type of caps in the product range
  • tough competition on the US market
  • the advertising account has been managed since 2013 with average ROAS 120%

Advertising campaigns were launched in July 2018

Website: www.bostonscally.com

# Problems

to increase sales to reduce cost per conversion desirable ROAS more than 300%

# Solutions

First, the advertising account was thoroughly analyzed, both efficient and inefficient campaigns were detected, account development plan was made. 

The major focus was put on Google Shopping campaigns. Both brand and non-brand strategies were used for these campaigns. Then, the campaign optimization was done:

-unprofitable products were removed;

-bids on best-sellers were increased;

-negative keyword list was improved. 

Some time later Smart Shopping campaigns were set up showing great performance. Conversion rates doubled, cost per conversion halved.

Together with that, DSA campaigns, RLSA campaigns, branded traffic search campaigns  were launched. The semantic core was significantly broadened.

During  the first three months search campaigns ROAS was 1052.94 %, six months later it increased to 1354.60 %. 

Concurrently, remarketing audiences were enhanced, GDN campaigns were launched. That is:

  • dynamic remarketing;
  • Gmail campaigns aimed at cross selling;
  • Display Network campaigns aimed at increasing brand recognition.

All in all,  the combination of approaches in shopping campaigns, search campaigns and GDN campaigns showed the following results:

  • during the first two months after campaigns launch  ROAS was 349.70%

 

  • Within the next two months ROAS increaed by 50.38% and amounted to 527.28%.

  • Within the next two months ROAS increaed by 112.94% and amounted to 747.10%

 

Currently, we continue managing our client’s campaigns improving the KPI. 

Tools

Google Analytics

Google Ads

Read more
Results
  • More than

    230%increase in traffic

  • More than

    1420%increase in the number of transactions

  • More than

    1460%increase in income

  • Less than

    320%decrease in cost per conversion

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