[PPC Case Story] GET MORE OUT OF YOUR ECOMMERCE: YOY CONVERSION BOOM OF 473%

Jean Patrique is a quality kitchenware brand operating in the UK for over 20 years. Their story began when one French chef in the UK made a small order of restaurant-quality kitchenware for his family and friends. Today, they sell everything from cookware and kitchenware to chef knives, knife sets, tableware, and more.

 

The client never ran any Google Ads but was keen on trying. We started working with Jean Patrique in the spring of 2019, where their sales went up 42% until 2021.

[PPC Case Story] GET MORE OUT OF YOUR ECOMMERCE: YOY CONVERSION BOOM OF 473%

Jean Patrique is a quality kitchenware brand operating in the UK for over 20 years. Their story began when one French chef in the UK made a small order of restaurant-quality kitchenware for his family and friends. Today, they sell everything from cookware and kitchenware to chef knives, knife sets, tableware, and more.

 

The client never ran any Google Ads but was keen on trying. We started working with Jean Patrique in the spring of 2019, where their sales went up 42% until 2021.

KEY PERFORMANCE INDICATORS

Experts from our team analyzed key results we achieved for our clients!
108% more conversions with 139% higher ROAS
9.3% less spent on Google Search Non-brand in 2021 vs 2020
41% more conversions with 48% higher ROAS
11% more spent on Google Shopping in 2021 vs 2020
52% more conversions with 29% higher ROAS
36% more spent with 11% lower Cost/Conv. on the account level in 2021 vs 2020
28 unique remarketing, up-sell & cross-sell campaigns
Set up through 15+ custom events tracked in Google Analytics 4 using GTM

THE STORY

When we talked to the Jean Patrique owner for the first time, they wanted to give Google Ads a try. But, they have never run it before…

Until then, the primary source of conversions for them was Facebook Ads.
And they weren’t quite sure how to do Google Ads.

They knew Google is a more profound and complex ad platform to set up than Facebook, which was the main worry in this process. Yet it was a thrilling challenge to plan the approach and campaigns on Google Ads. Not to mention it is a way bigger investment.

PPC in Google Ads requires deep segmentation, audiences, keyword creation, and strategy. This was especially important in 2019 when there were ~40 segments to consider in Google Ads.

Luckily, the client was gutsy to test new channels. They and their team wanted to expand their ROI sources, and that’s precisely what we did for them.

THE CHALLENGE

It was challenging but so rewarding in the end.

One of the main impediments was that Jean Patrique is an eCommerce store with more than 500 products. The client found it increasingly difficult to market them all effectively.

Our job was to find the most effective way to advertise these products to the right audience while not going over agreed ad spend.

To fulfill our client’s demands, we focused on three main things:

1) Conversion tracking
2) Alpha-beta keyword structure
3) Smart Shopping

THE APPROACH

Conversion tracking

Before running ads for Jean Patrique, we checked if every step inside the funnel was correctly tracked on Google Analytics and Ads platforms. We couldn’t start our campaigns until we ensured that macro and micro conversions fired properly:

Macro conversions: Product Viewed, Add To Cart, Initiate Checkout, Transaction;

Micro conversions: Scroll Depth, Multiple Product Page Engagement Actions (image click, image zoom, etc.)

The client was open to understanding that the number of sales wasn’t enough data to work with in Google Ads.

With micro conversions set, we could segment our audiences to serve more relevant ad copy and banners in our remarketing campaigns.

They acted as a great first indicator of success, giving us insight into what was happening before the actual conversion (Transaction).

Micro-conversions indicated if we targeted the right keywords and audience.

And that is how we knew exactly where most of the audience fell out of our funnel, and this data helped us optimize the funnel.

 

Alpha-beta keyword structure

At the same time, we were doing our keyword research and preparing our keyword structure. That is where the synergy of our PPC, Web Analytics and CRO team stepped into the spotlight. We didn’t have any time to lose, so we planned our activities in a way that accelerated the processes.

Since the client already had a few search campaigns, we analyzed data from these campaigns. Looking at search terms they had in the account, we could put converting search terms inside our campaign structure and create negative keyword lists.

We used an alpha-beta keyword structure with ad groups in SKAGs. Initially, this structure allowed us to allocate more budget toward our Research campaigns (campaigns with phrase/BMM keywords).

After Jean Patrique’s account got more conversions, we added converting search terms into Converting campaigns (exact match keywords) and allocated more budget to these converting keywords.

With this structure, we could increase our Quality Score and further develop our negative keyword lists to exclude irrelevant traffic and increase the client’s profitability.

In the upcoming months, we tested different bidding strategies to find what gives our client’s account the best performance.

Were any bidding strategies risky? Well, they all were, looking from one perspective.

But they brought precious insights. Without it, our client wouldn’t have achieved such profitability growth on Google Ads.

We started with manual CPC to see what % of impression share we were getting and get conversion volume to test automated bidding strategies.

These campaigns were barely profitable for the first couple of months. But, the client knew that giving the account much-needed optimization time was crucial.

After testing with eCPC, max. conversions, target ROAS and CPA bidding strategies, we decided to target the CPA bidding strategy.

This campaign type works in the process of several weeks to collect and give data if the target CPA should be altered and keywords or ad groups should be paused…

This strategy alone increased conversions by 70%, while our CPA decreased by 32% in the first month.

The client was happy. We were happy that they trusted us to test out the vast possibilities of Google Ads.

 

Smart Shopping

Just when we thought it couldn’t get any better, we set up Smart Shopping campaigns. With them, our client’s store could shine on Google by ensuring that every inch is optimized for visibility!

We started with keyword research for our top products to optimize product titles. It was crucial to do this step properly because product titles influence most in determining which search queries will trigger your product for auction.

Our first option to start was Standard Shopping campaigns, where we could see which search terms we were bidding on. We structured these campaigns by product type and by product price range.

By using SPAGs (Single Product Ad Groups), we could see what search terms were triggered for each product and optimize negative keywords and bids accordingly.

After we collected more than 100 conversions per month, the team started testing a few products on Smart Shopping campaigns.

After our test and evaluation of their performance in terms of ROI, almost 90% percent moved over to Smart Shopping.

With this change to smart shopping, we decreased our CPA by 22% and increased the ROAS of our campaigns by 34%.

We continuously worked on our shopping feed, improving product titles, and changing our shopping campaign structure by profitability and sales volume of products.

 

THE RESULTS

We achieved year-over-year growth in conversions in these couple of years by 473% (2019 vs 2020) and 53% (2020 vs 2021).

In the same period, we increased profitability by 62% and 29%.

 

CONCLUSION

Jean Patrique’s story is an ideal example of how working with an experienced PPC team can help you boost your sales and profitability. Feel free to explore all the other success stories of our clients.

If you want to increase your eCommerce sales, don’t be afraid to try paid advertising. It may seem like a Sisyphus task at first, but you can see lavish success with the right team by your side.

At our agency, we specialize in helping stores like Jean Patrique skyrocket their online profits through PPC, Web Analytics, and CRO. We’ve had years of experience in this field and have seen firsthand what works and what doesn’t.

Contact us today for a free consultation, and let us show you how we can help improve your business.

Key improvements

To grow Jean Patrique, we focused on:

  • Keyword-level optimization
  • Negative keywords
  • Product feed optimization
  • Google Analytics 4 Setup
  • Account structure optimiziation
  • Bidding strategies optimization
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