This client works in the home appliances, and mobile phones industry. Represents the Roman brand of rugged phones, air fresheners, charging power stations.
My main task was to increase existing ROAS by optimizing campaigns.
I started working on the project in March 2024.
At that moment the project had the following indicators: ROAS: 420 % (dec,jan,feb); 71,09% engagement rate;
Before: January 2023
After: April 2024
What sequential steps were taken to optimize the campaigns?
Analysis
- We determined which product id's sells best
- Selected best performance locations
- Collected competitor's branded phrases
- Installed scripts in the Google advertising account to get more information about existing performance max campaigns
- Noted the most profitable audience combinations (gender, age, days per week, hours, in-market audience, affinity audience)
- Checked conversion settings
- Collected irrelevant keywords
Actions (crucial)
- Implemented negative keyword lists (campaign and account level)
- Implemented Brand exclusion lists
- Created Pmax(shopping)
- Optimised g. shopping feed (titles; gtin)
- Uploaded client's data (emails and phones) to improve relevance
- Account level - Content exclusions (apps and gaming websites topics)
- Signal optimisation (according to insights and collected data for standard shopping and ga4)
- Focused on best performing products
Results:
ROAS: 872%; 73,91% engagement rate.
Structure
