Case Study: Achoo Allergy
Visiture was tasked with not only increasing sales, but also reassuring the new client that PPC advertising was profitable and important.
- Establishment of return on ad spend goals.
- Account Restructure: Traditional Search, Shopping, & Remarketing.
- Feed Optimization.
- Mobile strategy implementation.
Return On Ad Spend
With profitability as the #1 goal for Achoo Allergy, establishing a return on ad spend (ROAS) goal was paramount in guiding Visiture’s optimizations. Profit margin analyses were conducted, and an overall, profitable ROAS was set.
Since management commenced, the account’s return on ad spend goal has been surpassed, and the team continues to increase spend and conversion volume while maintaining profitability.
YOY ROAS: +79.32%
We believe in utilizing all of Google’s match types and bidding appropriately to control campaign budgets.
We streamlined bid settings and location targeting and also made mobile bid adjustments across the board.
Dynamic remarketing and standard remarketing campaigns were created. Dynamic Remarketing allowed us to re-target shoppers who had previously viewed products on AchooAllergy.com, serving them image ads displaying the specific products they had viewed while on site.
Display campaigns were paused, and a new Google Shopping campaign was strategically structured and launched.
Old campaigns were mined and analyzed to ensure that historical data and keywords were not forgotten. Search query reports gave insight to new keywords and ad groups.
Finally, we made sure that all priority brands and models had keyword coverage so that landing page relevance was guaranteed for potential customers.
Shopping Feed Optimization.
The Visiture team optimized product data and ensured that all required attributes were represented and Google product categories were appropriately classified to all products within the feed. Through ongoing optimization the team ensured the best selling and most profitable products gained maximum exposure within Product Listing Ads.
The return on ad spend within the shopping campaigns remained considerably above the client’s goal, while the Visiture team was able to exponentially increase sales and revenue volume.
Year over year, Visiture was able to reduce the account’s mobile cost by 52.25%, increase mobile conversions by 193.1%, increase mobile revenue by 120.86%, and improve return on ad spend by 362.91%.
Overall Performance Results.
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