Within a few months of optimising, the account reached all-time high revenue figures and decreased CPCs by 44.1%. I had generated a 90% increase in revenue and had cut costs by almost half (47%) of their previous ad spend, which ultimately led to a ROAS increase of 348.91%. By effectively segmenting their single Google shopping campaign and optimising accordingly, Hermès’ new campaigns alone generated a 497.21% increase in ROAS.
Hermès had specific requirements to maximise the efficiency of their Google Ads account. They believed the more effective their Google Ads campaign, the better they could expand their global reach digitally. After reviewing their Google Shopping performance, they advised that their current ROAS was low and required me to perform necessary optimisations and restructure the account to improve it.
Immediately, I saw an issue with Hermès’ campaign keyword targeting. Their current branded campaigns had brought in thousands of clicks from irrelevant search queries that didn’t contribute to any transaction or conversion. I believed it would be most beneficial to redefine its current target audience. From there, I could more effectively optimise the Google Ad campaigns, ad groups and keywords, and pinpoint the weeks/months where conversion rates were higher. Doing so would allow me to reallocate budgets accordingly and further maximise revenue and reduce costs.
Upon initial assessment, I discovered their campaigns were built using a particularly outdated keyword targeting strategy and users were often sent to the wrong product page.
My approach to the brand’s Google Ad optimisation included the following
Within a few months of optimising, the account reached all-time high revenue figures and decreased CPCs by 44.1%. I had generated a 90% increase in revenue and had cut costs by almost half (47%) of their previous ad spend, which ultimately led to a ROAS increase of 348.91%. By effectively segmenting their single Google shopping campaign and optimising accordingly, Hermès’ new campaigns alone generated a 497.21% increase in ROAS.
Paid Ads,Google Shopping
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