In this case study, we examine the strategic transformation of one our brand's Google ads efforts.

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Which netted them a dramatic increase in revenue and efficiency.

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Before (August)

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• Spend: AUD $17.3k
• Revenue: AUD $267k

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After (Scaling Period)

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• Spend: AUD $94k
• Revenue: AUD $1.19M/mo

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Initial Challenges

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They approached us with several pressing issues:

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• Lack of Segmentation: The company's advertising strategy did not differentiate between brand and non-brand traffic, leading to inefficient spending and missed opportunities for broader market penetration.
• Insufficient Prospecting Traffic: Most traffic and revenue were generated from branded terms, with minimal efforts directed toward prospecting new customers. They were hitting the glass ceiling of the brand-aware puddle they were tapping in to.
• Stagnant Google Ads Performance: Despite scaling efforts on social media platforms like Facebook, Google Ads spending and performance lagged behind expectations.

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Strategic Overhaul

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Our approach to revamping their advertising strategy involved several key steps:

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Brand vs Non-brand Segmentation

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• Campaign Separation: We created distinct campaigns for brand and non-brand traffic to better allocate resources and measure performance.
• Negative Keyword Lists: To enhance prospecting campaigns, we implemented branded negative keyword lists.
• Brand Protection: Introduced search campaigns specifically designed to protect and promote the brand.

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Boosting Prospecting Traffic

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• New Search Campaigns: Launched targeting high-intent non-branded terms.
• Dynamic Search Ads (DSA): Utilized to uncover valuable search terms with favorable CPA and ROAS.
• YouTube Campaigns: Leveraged YouTube shorts and client-provided video assets for broader reach.
• Demand Generation Initiatives: Focused on creating and capitalizing on new customer demand.

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Scaling for Success

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• Merchant Center Optimization: Improved product listings to attract new audiences via shopping ads.
• Advanced Features: Implemented seller ratings and proactive promotions scheduling to enhance visibility and attractiveness.
• Prospecting Campaign Expansion: Intensified testing of various targeting and bidding strategies across different campaign types.

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Blueprint for Success: Steal this for your brand

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Campaign Segmentation:

- Clearly differentiate between brand and non-brand efforts to optimize spending and targeting.

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Enhance Prospecting Efforts:

- Expand the use of DSAs, YouTube campaigns, and demand generation strategies to reach new audiences.

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Optimize Merchant Center:

- Regularly update product listings and utilize advanced features to improve shopping ad performance.

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Strategic Campaign Scaling:

- Continuously test and adjust prospecting campaigns to maximize reach and ROAS.