Premier Partner Awards 2018 Search Innovation Award Case Study Taking Google Ads performance to the next level and achieving over 2,014% average ROAS for Evolution Organics via innovative Search campaigns.
The Story Evol u ti on O rga n i cs a re a n e c o m m e rc e re ta ile r w h o s pe c ia lise in n at ura l a n d orga n ic We have been working with Williams Commerce for a couple of years s uppl emen t s a n d o t h er p ro du c ts f ro m a va r ie ty of po pu la r, in t ern at ion a l bra n d s, now. They are a highly competent multi-discipline agency, meaning they t argeti n g p r i ma r i l y t h e U K, b u t a ls o oth e r E u ro pe a n m a r k e t s. They p rovid e a n are able to effectively manage a number of our technical and marketing auth en ti c s o u rce o f p rem iu m, natu ra l w e llne s s produ c ts f rom t rust ed bra n d s t hat del i v er h i gh q u a l i t y. Th ey part n ered w i t h Wi l l i a m s Com m e rc e in 20 1 6, w h e n w e in it ia l l y buil t t hem a requirements in a joined-up and professional manner. This in turn has allowed us to better concentrate on our core business, knowing that we are in a safe pair of hands. Jon We bb, Ge ne ral Manage r at Evolution Organics n ew ecommerce w eb s i t e, a nd th e n s ta r te d ou r dig ita l m a r ket in g servic e t o hel p t he bu si n ess a ccel erat e grow th online via diff e re nt c h a nne ls, in c l ud in g G oogl e Ad s. F rom th e b egi n n i n g, w e v e w or k e d c los e ly w ith th e E volu tion Orga n ic s t ea m, t a kin g Whil st t he G oogl e Ad s a c c oun t had a fairly good In Se pte mbe r 2017, we starte d working on a strateg i c a p p ro a ch t o en s u re th at w e w or k towa rds a c h ie vin g t heir growt h t a rget s, p erf orm a n c e when we t ook it ove r in 2016, the re was more a new strate gy to he lp us re ach our main an d del iv er s t ro n g yea r- o n - y e a r prog re s s f or th e b u s ine s s, whet her t hat wa s via t hat c oul d be d on e t o t a ke it t o the nex t le ve l, as we ofte n obje ctive s: keep ROAS above 1,000%, man ag i n g t h ei r P P C ca mp a ig ns, o ptim is ing th e ir w e b s ite an d c on d uc t in g c on version exp erien c ed in c on sist en t reven ue le ve ls and a re turn on ad whilst sign ifican tly in creasin g rate optimi s at i o n ( C RO ) a na ly s is o r ra is ing b ra nd awa re ne ss via d igit a l P R a c t ivit ies. sp en d (ROAS ) ben eat h t he 1,000% targe t that we had. reven u e.
THE Challenge Due to the nature of the business, we had to operate in a highly competitive market, where big brands with more resources are generally competing for the same ad space. We also had to overcome the fact that there is a strong brand reliance in the industry, with customers looking for well-known stores to make their purchases. Another challenge was the fact that we couldn t utilise Shopping campaigns to their full extent, as we experienced consistent product disapprovals due to certain product information, which meant that not all products could be advertised this way.
OUR Approach Looking at hist orical performance and having experimented with all sorts of ad formats, we decided that to achieve our goals, the best fit would be applying a new strategy for our Search campaigns and increasing the budget for this type of campaigns, looking primarily at automated bidding and applying Target CPA as a bid strategy. First, we developed an advanced bid scheduling, which would enable campaigns to target specific audiences at the right time. This was created based on performance data collated from Google Analytics. In addition to this, we also implemented ongoing Search campaign experiments, testing Target CPA versus Manual CPC bidding, to determine which option was optimal for each campaign. We ve applied ongoing updates to the Target CPA values we worked with, in line with the way performance evolved, as well as creating new audiences in Google Analytics to further assist with optimising the delivery of the Search campaigns. To promote key brands for Evolution Organics, we created a variety of Search campaigns, each one targeting a specific brand via enhanced keyword targeting. We ve also trialled different variations of Dynamic Search Ads which are an efficient way to showcase relevant ads for important ranges from the website.
MONITORING Success THE Results The advanced bid scheduling wasn t useful just for optimising the performance of the Search campaigns, but also for managing them in a more efficient Looking at historical performance and having experimented with all sorts of ad formats, we decided that to achieve our goals, the best fit would be applying a new strategy for our Search campaigns and increasing the budget for this type of campaigns, looking primarily at automated bidding and applying Target CPA as a bid strategy. manner, as there are around 20 different Search campaigns running each month on average. We ve also been conducting monthly in-depth First, we developed an advanced bid scheduling, which would enable campaigns to target specific audiences at the right time. This was created based on performance data collated from Google Analytics. reporting via Google Data Studio to monitor progress over time and measure success levels each month, which we share with the Evolution Organics team. In addition to this, we also implemented ongoing Search campaign experiments, testing Target CPA versus Manual CPC bidding, to determine which option was optimal for each campaign. We ve applied ongoing updates to the Target CPA values we worked with, in line with the way performance evolved, as well as creating new audiences in Google Analytics to further assist with optimising the delivery of the Search campaigns.