Scaling E-commerce Brand to $5,365/Day with Google Ads
Table of Contents:
- Introduction
- Background of the Brand
- Plateau in Revenue and the Need for Scalability
- Launching Google Ads Campaigns
4.1. Branded Search Campaign
4.2. Performance Max Campaign
4.3. Dynamic Search Campaign
4.4. Standard Shopping Campaign
4.5. Collection Based Search Campaign
- Optimizing the Landing Page for Conversion
5.1. Product Page Design and Layout
5.2. Unique Upsell Strategies
5.3. Trust Badges and Customer Trust
5.4. SEO Keywords and Descriptions
- Evaluating the Conversion Rates
- Testing Different Ad Strategies
7.1. Feed Only Campaign Approach
7.2. Asset Group Testing
7.3. Results and Learnings
- Scaling Up and Keeping it Simple
8.1. Budget Optimization for Performance Max Campaign
8.2. The Catch All Campaign for Potential Sales
8.3. Constant Feed Optimization
- Summary
- Get Expert Help to Scale Your Brand
The Story Behind Scaling an E-commerce Brand to Over $5,345 in Daily Revenue
Introduction
Scaling an e-commerce brand can be a challenging task, especially when faced with low search volume for products or reaching a revenue plateau. This article dives into the success story of a fashion brand that achieved remarkable results, generating over $5,345 in daily revenue. We will explore the strategies, campaign types, and optimizations that led to this impressive growth.
Background of the Brand
To understand the journey of this fashion brand, it is essential to delve into its background. The brand had already experienced substantial growth on Facebook and Instagram but struggled to achieve profitability. Recognizing the limitations of continued growth solely through social media platforms, they turned to Google Ads for assistance. The brand sought help in late June, and this partnership marked a turning point in their revenue trajectory.
Plateau in Revenue and the Need for Scalability
After initial success in scaling from February to April, the brand hit a plateau in May. This led to a dip in sales as they reduced their investment on Facebook due to diminishing returns. The brand decided to focus on Google Ads and embraced a different approach. Rather than aiming for immediate profitability on the first sale, they were open to breaking even or even incurring a slight loss. The goal was to expand their customer base and leverage the strengths of Google Ads to drive revenue growth.
Launching Google Ads Campaigns
4.1. Branded Search Campaign
In the early stages, the brand started with a branded search campaign given its existing market presence. This campaign targeted users specifically searching for the brand, ensuring visibility and capturing potential customers who were already familiar with their products.
4.2. Performance Max Campaign
To address the challenge of low search volume for specific products, a performance max campaign was launched. With over 4,157 SKUs and limited demand, relying solely on shopping campaigns proved difficult. The campaign included two asset groups, one without audience signals and another with audience signals, to evaluate their impact on campaign performance.
4.3. Dynamic Search Campaign
A dynamic search campaign was introduced to capture relevant search terms that were not covered by the branded search campaign. By leveraging the power of dynamic ads, the brand aimed to attract potential customers actively searching for products similar to theirs.
4.4. Standard Shopping Campaign
To capture additional sales and potential conversions that might have been missed by the primary performance max campaign, a standard shopping campaign called "The Catch All" was launched. By setting a low bid, this campaign acted as a safety net, ensuring no potential sales fell through the cracks.
4.5. Collection Based Search Campaign
A collection-based search campaign allowed the brand to target users searching for specific collections, further expanding their reach. By employing a broad targeting approach, the goal was to generate interest and drive traffic to these curated collections.
Optimizing the Landing Page for Conversion
5.1. Product Page Design and Layout
The landing page played a crucial role in driving traction through Google Ads. The brand adopted a simple and straightforward layout for their product pages. The top header bar highlighted key promotional offers, such as discounts and free shipping options for orders above a certain value.
5.2. Unique Upsell Strategies
The brand implemented unique upsell strategies to increase the order value. One noteworthy example was offering customers the option to add a bestseller sticker pack for an additional $5. This innovative approach differentiated the brand from competitors and enticed customers to increase their order value.
5.3. Trust Badges and Customer Trust
Trust badges designed specifically for the brand added a unique element to the landing page. These badges, depicting a Viking theme, created a sense of authenticity and reliability. Messages such as "Over 33,767 Happy Customers" and "Satisfaction Guarantee" instilled trust and reassured potential buyers.
5.4. SEO Keywords and Descriptions
The landing page was carefully optimized with relevant SEO keywords and descriptions. Sizing charts were provided to facilitate purchase decisions, and product descriptions were tailored to align with search engine optimization best practices. This ensured improved visibility and increased organic traffic to the website.
Evaluating the Conversion Rates
Analyzing the conversion rates revealed a significant challenge due to the low search volume for the brand's products. However, the results were promising. The overall conversion rate for the brand stood at 1.26%, considering the limited demand for their products. This underscored the effectiveness of the Google Ads campaigns in driving sales.
Testing Different Ad Strategies
7.1. Feed Only Campaign Approach
To better understand the impact of different ad strategies, the brand embarked on a feed-only campaign approach. This involved launching campaigns without any assets or signals, testing the algorithm's performance in the absence of external influences.
7.2. Asset Group Testing
The brand also conducted asset group testing, comparing campaigns with and without audience signals. This allowed them to evaluate whether audience signals positively or negatively impacted campaign performance. The results from these tests were crucial in optimizing the ad strategies for improved results.
7.3. Results and Learnings
The initial tests yielded promising results, with slight improvements in performance over time. The brand noticed an increase in the return on ads spend (ROAS) from 0.52x to 1.66x for the feed-only campaign and from 0.86x to 1.51x for the asset group campaign without audience signals. These insights informed their decision-making process moving forward.
Scaling Up and Keeping it Simple
With the success and profitability of the performance max campaign, the brand focused on scaling up their ad efforts while keeping their approach simple.
8.1 Budget Optimization for Performance Max Campaign
By continuously monitoring and adjusting budgets for the performance max campaign based on performance and profitability, the brand ensured optimal resource allocation and maximum returns. This approach allowed them to maintain profitability while scaling up their revenue.
8.2. The Catch All Campaign for Potential Sales
To capture potential sales that might not convert through the primary performance max campaign, the brand maintained a low-bid Catch All campaign. This helped capture any missed opportunities and maximize their overall conversion rate.
8.3. Constant Feed Optimization
Recognizing the importance of SEO-optimized titles for products, the brand focused on constantly optimizing their feed. This involved improving titles and incorporating relevant keywords to enhance visibility and organic search rankings.
Summary
The success story of this fashion brand serves as an inspiration for e-commerce businesses looking to overcome challenges in scaling revenue. By leveraging Google Ads, optimizing landing pages, testing different strategies, and staying focused on simplicity, significant growth can be achieved even with low search volume and revenue plateaus.
Get Expert Help to Scale Your Brand
If you are seeking assistance in scaling your e-commerce brand and need guidance from an expert, visit my website at euromarketing.com and book a free consultation. Together, we can unlock the potential of your brand and achieve remarkable growth.
FAQ
Q: How did the brand overcome the revenue plateau?
A: The brand shifted its focus from Facebook and Instagram to Google Ads, embracing new strategies and targeting low-search-volume products.
Q: What were the unique upsell strategies employed by the brand?
A: The brand offered customers the option to add a bestseller sticker pack for an additional $5, increasing the order value and enticing buyers.
Q: How did the brand optimize the landing page for conversions?
A: The brand utilized a simple and straightforward layout, incorporated trust badges, and employed SEO-optimized descriptions to drive conversions.
Q: What were the different campaign types launched on Google Ads?
A: The brand launched a branded search campaign, performance max campaign, dynamic search campaign, standard shopping campaign, and collection-based search campaign.
Q: How did the brand maintain profitability while scaling up?
A: By constantly monitoring and adjusting budgets, optimizing the feed, and employing a catch-all campaign, the brand achieved profitability while scaling up.
