The client

Jackson's Art Supplies have built a reputation as one of the UK's most trusted providers of fine art materials. Their e-commerce site offers customers a large range of products at very competitive prices, which means it is essential to maintain high ROAS across all their paid search campaigns.

The challenge
  • The client’s paid search month-on-month sales volume was stagnant, but their Adwords account was already benefiting from a low average CPC and strong conversion rates, and had a high return on advertising spend (ROAS) target. 
  • This meant that the performance of the client’s Adwords account appeared to be close to the limit of efficiency and seemed to offer little room for manoeuvre in terms of attempting to increase sales volumes without negatively affecting ROAS.
the approach

Based on Martin Roettgerding's famous approach, I looked at the differences in performance by traffic type and per feed attribute, in order to get a more detailed picture of where the most profitable traffic was coming from.

The analysis indicated that there was more than 80% difference in the conversion rate (CR) between product-specific and generic search queries, yet the shopping campaign structure at the time only allowed for bidding at brand level. A new shopping campaign structure was set up, with individual campaigns for brand, generic and product-specific traffic, giving us greater control over bids.

Building further on the analysis, the same approach was applied to all devices, creating separate campaigns for mobile, tablet and desktop traffic. The use of custom labels allowed us to divide the products by price range, giving us greater control over which products to prioritise and allowing us to push those products with the highest profit margins.

These changes enabled us to adjust bids based on conversion rate variations by traffic type, product price or device, allowing us to maximise sales revenue potential for each segment.

The results

In the first month conversion rate increased by 22% and by the third month of operating the new campaign structure, the account had experienced a 25% increase in monthly conversion volume.

After five months, ROAS was 110% above target, while mobile ROAS was 45% over target: an increase of over 267% on the account’s historical average.