Outdoor Activewear Brand
from $10,000/mo spend with 8x ROAS to $80,000/mo spend with average 7x+ ROAS
Why were they looking for help?
- Limit wasted spend on branded and Performance Max campaigns.
- Focus on growing new non-branded traffic from Shopping & Search campaigns
What did the audit show?
- More than 70% of sales in the Performance Max campaigns were coming from brand keywords
- Google reps kept pushing the brand to increase budgets till a point where they were spending $60k/mo on branded conversions (due to large presence and spend on Meta)
- Titles were directly imported from Shopify – all titles were in capitalized letters and no additional attributes were included
- There were no product feeds for non-EUR countries, which led Google auto-converting the currencies and price mismatch errors
- No product reviews and no GMC promotions were enabled
- 40% of products were disapproved on GMC
- GMC was close to being suspended
- Dynamic remarketing not working because of broken Remarketing tags
- Multiple primary conversion actions in place leading to double and triple attribution of data
- Multiple campaigns targeting the same purpose and stealing data away from each other
What was done to fix it?
- Creating new ad & GMC accounts for US & AU
- Complete conversion tracking re-implemmentation
- Hard pause on all Performance Max campaigns.
- Optimizing titles, descriptions, images, product types, and additional (optional) product attributes
- Enabling product reviews, dynamic remarketing, and other GMC programs
- Launching a scalable Segmented Standard Shopping campaign setup
The Results
By fixing the conversion tracking, creating new accounts for each region, fixing GMC and optimizing the product feed, and, most importantly, by moving from very inefficient Performance Max campaign setup to a more controllable Standard Shopping setup, we were able to grow the account back from $10k/mo spend to profitability and efficiently spending $80k/mo across US, EU, and AU.