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.

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.

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.