How a Paid Media Strategy Increased The Revenue Of This Client By 22%

It is possible to increase organic traffic and improve ROI by creating and implementing a optimized paid media strategy. Continue reading to learn how Google Shopping, Search and Display Ads helped one client increase their conversion rate and revenue by 17% and 22% respectively. We also streamlined paid media strategies for their website.

Paid Media Strategy: Increase This Client’s CVR and Revenue

Before working with Groove Commerce Barron Designs had four websites that were dedicated to each product category. Each website was built on a unique platform. This made it difficult for their team to update any site.

Barron Designs also optimized their eCommerce website and asked us to help them improve their paid marketing strategy. We took over their paid searches accounts in April 2020. We also enhanced their online store by merging 4 websites into one, and launched the new site in October 2020.

The Problem

Barron Designs wanted to improve the efficiency and effectiveness of their campaigns. They wanted to develop an interim strategy for paid search that would optimize and simplify their current structure. The Groove Commerce team assumed control of the three paid media accounts for the company: Faux Panels and Faux Wood Beams, as well as Faux Columns.

Two main issues plagued the company’s paid media strategy. One, the company’s paid media strategy ran into two major problems.

Second, the Faux Wood Beams account was inconsistent in its location targeting and duplication. This created inefficiencies that resulted in higher click costs.

The Solution

Our team used a dual-pronged approach to solve the problem of our client and improve their paid media strategy. We first optimized their strategy for the old websites, which was done before the October website launch. We then combined and simplified strategies for the new site – this was done in conjunction with the October launch. This was our plan.

• Learn about the current company’s paid search strategy
• Pay for search maintenance
• Streamline your account and optimize it
• Recommend a cohesive strategy to current websites

Google Shopping, Search & Display campaigns

Google Search and Display campaigns were implemented to increase website visits. However, the goal was to also drive faux panels, faux beams, and faux columns-searching customers to relevant websites. Smart Shopping was created to increase website visits and provide detailed information about products for customers during the consideration phase.

Simpler Account Structure

To focus on the core keywords and best-selling products, we simplified the complicated structure of all three accounts. We created three campaigns for the Faux Panels account. Faux and Stone were followed by Brick. Then, we identified high-impact keywords to each campaign. For example, the Stonecampaign included keywords like faux stone panel, fauxstone veneer, home location, and many more.

We also leveraged audience targeting such as lookalike audiences and shopping cart abandoners. Facebook page visitors. YouTube channel viewers. Website visitors. And those who purchased samples.

The First Account: Faux Panels

We had to optimize Barron Designs’ account in order to help them streamline their paid media strategy. These are the most recent optimizations for the Faux Panes account.

• 68 ads that are not performing well were paused
• 50 Keyword changes
• 24 audience changes
• Five underperforming campaigns are paused
• Five campaign objectives were changed to increase conversions
• Budget increases for high-performing campaigns

Faux wood beams are the second account

Here are some optimizations for the Faux Wood Beams account to make it more efficient.

• 66 campaigns that are underperforming were paused
• 30 ads that are not performing well were paused
• 38 Targeting changes
• 7 Keyword changes
• Budget increases for high-performing campaigns

Faux columns: The Third Account

Here are some optimizations that our team has implemented so far for Barron Designs’ Faux columnsaccount.

• 42 ads that are not performing well were paused
• 6 campaigns that are underperforming were paused
• 2 keyword changes
• Five underperforming campaigns are paused
• Budget increases for high-performing campaigns

Recognize areas for improvement

We discovered some areas for improvement as we continued to examine all three accounts. We found that the company was using poor bidding techniques, which is a barrier to growth.

Different users updating once or twice per month, they would rather “set it and forget” than create a paid media strategy. This leads to inconsistent campaign management across accounts. They had modified ads but they did not match the appropriate keywords, which negatively affected performance.

Our Recommendations

Groove’s strategy to maximize revenue included implementing a paid-search strategic growth plan, optimizing account settings and ads, increasing conversion rates, decreasing cost per click, and reducing bounce rates.

We managed Google Advertising and Bing Advertising for the client to help them increase organic traffic and improve results. We optimized funds across platforms (including Google Search and Shopping, Display, Retargeting, and Bing Advertising), as well as increasing paid conversion rates and average order value through proactive bidding, copy testing, and ongoing creative updates.

To increase conversion rates, we also suggested that the client leverage audience demographic data. Barron Designs campaigns can be optimized by properly implementing search query data and negative keywords. It is also important to thoroughly research keyword opportunities to increase reach and increase search volume per ad.

Last but not least, campaign performance can be improved by taking advantage of narrow locations and scheduled bidding on all campaigns and utilizing extension options as well as responsive search formatted ads.

Results

Our team must use analytics and reporting to track and report on metrics. To help them understand and analyze KPIs at every stage of the buyer’s journey, we provided a Databox dashboard.

We used affinity audiences and interests to optimize target audiences so that we could reach people who are:

• Similar to website visitors
• Are you interested in home decor and home improvement products?
• Interested in interior design or interior design services
• Are you interested in home improvements?
• Have you seen/are interested in the videos on the company’s YouTube channel?

Current strategies include Maximize conversions and Target Return on Advertising Spend (ROAS). Year-over-year (YoY), Target ROAS has a comparison of 2.75 in 2020 to 2.38 in 2019.

Shopping feed optimization increased eCommerce conversion rates by 17% YoY, and increased revenue revenues by 22% YoY. Also, the switch from manual to automated bidding strategies (“targeted ROAS”) increased the return on advertising spend by 16% YoY (from September 17 to April 1).

source https://www.groovecommerce.com/ecommerce-blog/paid-media-strategy/