Project overview

Shelden Healthcare operates as an e-commerce platform offering disability and home care equipment for both sale and rental purposes.

Challenges

The account structure solely relied on standard shopping and search campaigns, categorized by specific product types. However, due to the inadequate implementation of the privacy consent form, nearly half of the conversions could not be attributed to their respective channels. Furthermore, the implementation of conversion tracking was insufficient. The majority of sales occurred offline because of the relatively high average price, which resulted in a significant number of missed signals fed to the Google algorithm.

Solution

1. Account Restructuration

The account structure was divided by product categories, brand, and non-brand campaigns. Besides search campaigns, several Pmax campaigns based on product categories were set up. Optimized Product Feed in Google Merchant Center for better-performing titles, descriptions, and structure. GDPR-compliant but smart consent form implementation decreased the unassigned traffic from 50% to 8%.

2. Offline Conversions Tracking

Conversions prioritization was changed – the right conversion tracking and enhanced conversions were set up. Dynamic remarketing tag was implemented. Also, call tracking for tracking offline conversions was implemented.

3. Microsoft Ads Set Up

Standard shopping campaigns were set up under “search query filtering” system with enhanced CPC bidding strategy. Search ads were set up to support shopping campaigns. Bid adjustments were implemented to optimize targeting

Results

• Number of Conversions Increased – The implementation of a new campaign structure, together with the implementation of GDPR-compliant forms, resulted in an upsurge of relevant traffic, leading to a notable increase of 94% in the volume of conversions during the period displayed in the chart.
• Conversion value increased with positive ROAS – On average, there was a 436% ROAS during the period displayed in Google ads account, resulting in an increase in conversions. Besides, the Microsoft Ads account yielded a total revenue of 10,528 GBP within a period of fewer than three months, achieving a ROAS of 308%.
• Strong Analytics Provided – Google Analytics was set up with enhanced conversion reporting. The received call analysis was also used to identify and qualify offline leads.