Camping & Hiking Equipment Brand

Growing an outdoor equipment brand by 59% in 3 months

Why were they looking for help?

  • Focus on growing new non-branded traffic from Shopping & Search campaigns (while maintaining our NCAC and ROAS targets)

What did the audit show?

  • The algorithm was missing 30%+ of the conversion data, leading to very slow optimization (using incorrect conversion tracking
  • Search campaigns spending 25-30% of the budget with 1x ROAS
    • Only 1 poorly built pMax campaign running in each GEO
      • Basic ad copy
      • Only couple of image assets attached
      • No videos included
      • All products lumped together
    • Very bad product feed
      • Titles were not longer than 40-50 characters for each product
      • Generic product titles, not mentioning any additional product attributes
      • GMC Shipping times were set as twice longer than in reality
      • No product reviews (even though the website had more than 3,000+ in total)

What was done to fix it?

  • Conversion tracking
    • client was using Analytics tag
    • switched to Google Tag Manager
    • implemented enhanced conversions
    • implemented dynamic remarketing

  • Product feed optimization
    • Added lifestyle images instead of product photos
    • Optimized product attributes in the title
    • Included product features in the title

  • Google Merchant Center
    • Fix product errors
    • Enabled products reviews
    • Updated shipping and return settings
  • Clear segmentation
    • Branded vs non-branded campaigns
    • Each product category on its own
    • best-selling products vs others

  • Being patient with the account
    • Major optimizations once a week
    • Budget increase max 20% once a week
    • Product feed optimization once a month

  • Pay attention to outside factors
    • CRO
    • Email marketing
    • Eemarketing on Meta, TikTok, etc

The Results

From an account that was spending barely above $10k/mo at minimum profitability levels, we were able to take it to $50k/mo at the same ROAS by implementing the right conversion tracking methods, following 3rd party attribution tools, and heavily focusing on optimizing the product feed to dominate the Shopping channel.