Ecommerce (1)

Industry: Designer Wallpaper & Fabric

Type: eCommerce

Services: Google Ads Management (Search, Shopping, Performance Max, Video Campaigns), Creative Recommendation, and Content Development

Reporting Range: QoQ

Ecommerce (1)

Industry: eCommerce

Type: Designer Wallpaper & Fabric

Services: Google Ads Management (Search, Shopping, Performance Max, Video), Creative Recommendation, Content Development

Reporting Range: QoQ

Goal:

To rejuvenate the sales performance of an eCommerce platform, featuring an extensive product line of 100,000 SKUs in designer wallpaper and fabric products, by transforming its underperforming and unprofitable Google Ads account into a profitable venture.

Project Contribution:

I overhauled the Google Ads account to align the client's technology infrastructure with their backend data, ensuring consistency with predefined Key Performance Indicator (KPI) objectives. By adopting an algorithm-driven approach, we streamlined the campaigns, minimized redundancies, and applied a robust data structuring technique to enhance machine learning effectiveness. Our approach incorporated Search, Shopping, Performance Max, and Video Campaigns, structured around a cohesive 'customer journey' framework, facilitating comprehensive funnel engagement and driving sales with a high return on investment (ROI).

Project Overview:

The campaign experienced a remarkable quarter-over-quarter uplift, with key 'executive' metrics (marked in green) showcasing a significant enhancement in Return on Ad Spend (ROAS), covering media spend and Cost of Goods Sold (COGS), effectively halting the previous trend of declining revenue. This turnaround was largely attributed to a drastic decrease in Customer Acquisition Cost (CAC), which plummeted by 77% (from $207 to $47). Furthermore, the Average Order Value (AOV) saw a surge of 141% (from $113 to $159).

Additional factors contributing to the campaign's triumph were reflected in the 'platform' metrics (highlighted in blue). Despite a reduction in Click-Through Rate (CTR), this shift was not inherently negative, considering the transition in traffic from mainly lower-funnel to a broader capture of upper-funnel visitors, justifying the CTR's dip and potentially maximizing future scaling opportunities. The 42% reduction in Cost per Click (CPC) (from $1.85 to $1.07) and a 191% boost in Conversion Rate (CVR) (from 0.96% to 1.83%) played pivotal roles in driving the campaign's enhanced performance. These improvements, along with a 20% rise in new customer acquisition, significantly bolstered the campaign's results.

In summary, I transformed a previously struggling and unprofitable Google Ads account into a profitable venture, efficiently covering all media expenses and the Cost of Goods Sold (COGS), while achieving a substantial profit margin.