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Upon initial assessment, I discovered their campaigns were built using a particularly outdated keyword targeting strategy and users were often sent to the wrong product page.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

• Filtered keywords that targeted irrelevant searches and re-directed ads to the appropriate product landing page rather than just the home page.
• Analysed previous historical account data on their Google Ads account and assessed previous behavioural metrics on Google Analytics for every channel, including organic, direct, social media etc.
• Successfully honed in on the best weeks/months of the year, and the best demographics to target in terms of conversion rate and ROAS.
• To combat Hermes’ Google Shopping goals, rather than having one campaign for all products, I had segmented their shopping campaigns by building new campaigns for each product category. This allowed for a more accurate budget optimisation, and ultimately, a higher overall ROAS.