What We Did
Google Ads Campaign
Your Crafts are a company selling Candle, Diffuser and Soap making kits for use at home.
Their Shopify site is extremely user friendly, and alongside their high quality product range and excellent customer service, they are fast becoming a top player in their sector.
We took on the management of their paid Google ads in March 2020, just as the COVID-19 pandemic hit. We discussed strategy and their goals, which primarily centred around increasing ROAS (Return On Ad Spend) from 3:1 to 5:1.
Driving Customer Engagement
Our first step was to take a fresh look at their campaigns which included shopping and search ads. These had been running at 3:1 ROAS for 4 months. We immediately advised that they add 3rd party reviews to improve buyer confidence – key with shopping campaigns, they were very quickly up and running with reviews.io and receiving excellent feedback.
Organised Shopping Campaign
We segmented their shopping campaign down to individual categories, allowing for greater analysis and bid control. Responsive re-marketing ads were set up with a discount code to encourage customers back to the site. As often is the case with an eCommerce site, their Google Shopping campaign was performing considerably better than their Search ads.
We reviewed their best performing keywords and set up new Ad Groups to narrow their targeting. We also added a broad match modifier to these keywords to increase reach. Eventually however, these were paused to concentrate their budget on the shopping campaign.
ROAS Target hit and Revenue up 300%
The shopping campaign has gone from strength to strength, with an additional boost thanks to the national pandemic as the crafts market saw a welcome boom in sales. We hit 5:1 ROAS within 3 months. At this point however we started to see a levelling out, so took a fresh look at expanding traffic to the site by setting up dynamic search ads targeting their most popular categories.
The potential of this traffic has been huge, the ongoing challenge is to ensure these hit the ROAS targets. Happily, between March and December 2020 their revenue from paid ads has increased by 300%. We feel there are exciting times ahead for this company and are enjoying sharing their journey.
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