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Author: andrey

Project overview

Epodex is a Germany based online retailer specialized in selling epoxy based products for various applications like coating, flooring, microcement, art and other.

Challenges

The challenge of the company was to increase sales while maintaining a strong ROAS of around 500%. The Google Ads account structure was outdated, using the SKAG (Single Keyword Ad Group) method, which previously worked well but had become inefficient. Some campaigns had up to 50 ad groups, and the large number of products to promote made the account difficult to manage effectively.

Solution
  1. Account Simplification 

By analyzing the performance of the search campaigns, we discovered that many SKAG ad groups weren’t receiving enough traffic. We simplified the account structure, reducing the number of ad groups to only a few, improving focus and efficiency.

  1. Merchant Center Optimization

We optimized the product feed by incorporating more relevant keywords into the product titles, ensuring higher visibility in search auctions and better alignment with user searches.

  1. Additional Campaign Setup

We set up Demand Generation and YouTube campaigns to attract prospecting traffic and also created remarketing campaigns to re-engage previous visitors and drive conversions.

Results
Project overview

Iron Master is an online retailer of high-ticket home gym equipment based in the UK.

Challenges

During COVID, home gym equipment was in high demand. With gyms closed, people needed a way to stay fit at home, and Ironmaster UK was there to meet that demand. Their adjustable dumbbells, benches, and accessories became a go-to for fitness enthusiasts, and sales soared.

But as restrictions lifted, the market started shifting. People returned to gyms, and the rush to build home setups slowed down. Sales gradually declined, and their advertising, which once worked so well, started to lose efficiency. The same budget that brought in great returns during the pandemic was now leading to wasted spend and lower ROAS.

Solution
  1. Adjusted conversion tracking settings in GTM and fixed Dynamic Remarketing to better follow up with abandoned users.
  2. Optimized product feed attributes to improve matching with high-intent search terms.
  3. Separated brand traffic from P-Max campaigns, assigning it a low-budget campaign to allow P-Max to focus on non-brand traffic.
  4. Refined product targeting based on product types and price points.
  5. Implemented full-asset P-Max campaigns to support the longer customer journey for high-ticket products.
Results
Project overview

Cohabs is a Belgian Start-up that offers an innovative co-living experience, perfect for young individuals who seek a unique and affordable living option. It showcases rooms for co-living available for rent in Madrid, Brussels, New York, Paris, with world-class amenities, modern features, and competitive pricing.

Challenges

The business faced several challenges in optimizing its advertising campaigns. The tracking was not configured properly. As a result of conversions being imported from the UA and secondary conversions being set as primary, the algorithm was optimizing towards users which were not much interested in the service. Overall, the account structure was too fragmented or complex. Additionally, there were too many similar keywords in the account, which limited traffic generation. The use of only one RSA per ad group also prevented experimentation and performance improvement. The business also faced seasonality issues, as lead generation was critical when new houses were opened or when co-living houses had vacant rooms.

Solution
  1. Account Optimization

Account Optimization 1 Account structure was simplified to better fit Google’s algorithm. Campaigns were segregated on specific locations based on the interest of the company’s services. Campaigns targeting French and Spanish speakers were set up in French and Spanish to increase the relevancy and volume too. Keyword targeting was simplified to be able to optimize the performance. A combination of 3 Responsive Search Ads was created to improve the ad performance.

  1. Recalculation of Target CPA

The recalculation of the target CPA was carried out to determine the real CPA that would be the starting optimization point.

  1. Enhanced Conversion Tracking

A unification of the primary conversion across all accounts and enhanced conversion tracking were implemented, aimed to provide a more streamlined and accurate method for measuring conversions and optimizing campaigns.

Results
Project overview

Tree-Nation is a non-profit company that allows citizens and companies to plant trees all around the world and offset their CO2 emissions.

Challenges

They owned a Google Grant account that generated very little traffic and had the following limitations:

Solution
  1. Account Restructuring

One generic campaign that includes ad groups:

  1. New Brand Campaign Launch

A new campaign for our own branded keywords was launched

  1. Competitors Campaign Launch

A new campaign for the competitors brand keywords was launched

Results
Project overview

Stem Cell Vet is a team of veterinary surgeons and nurses dedicated to improving the lives of dogs in the UK.

Challenges

When we took over the account, the cost per lead was £149, campaigns were generating a lot of irrelevant traffic, the account was unstructured, and the quality of received leads was poor.

Solution
  1. Account Restructuring
  1. Display Campaign
  1. New Positive/Negative Keywords
Results
Project overview

Possibly.com helps to compare and find the right solutions for your Business needs – simply and at the right price. 

Challenges

The challenge for the client was to scale up the Google Ads account, increasing the conversion volume, while maintaining the target CPL around $150.

Solution
  1. Account Simplification 

Before we took over account management, the client used to have a very sophisticated account structure with a lot of campaigns and ad groups (SKAG account structure). We restructured the account to make it more simple and manageable. Also the Smart bidding strategies work best with simpler account structures.

  1. New Ad Copies

New Ad copies have been created, where we used Dynamic Keyword Insertion Tool, Location Insertion Tool and Ad Customizers, which increased the Ad Relevance, hence improved the CTR

  1. New Keyword Research

We conducted new keyword research to come up with a new list of relevant keywords and create a solid negative keyword list

Results
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%.

  1. 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.

  1. 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
Project overview

Eagle Powersports – an online shop of a wide range of Polaris, KTM, Indian and other brands OEM Spare Parts.

Challenges

Their main goal was to reach the potential Polaris brand vehicles users across Australian rural areas via Google Ads and achieve a ROAS of 400 -500%. The client did not have any campaigns running, so the account was set up from scratch.

Solution
  1. Account Structure
  1. Branded Keywords Campaign

A separate brand campaign was created to bid for brand keywords only. This campaign protects the brand from competitors who might bid for the client’s brand name.

  1. Remarketing Campaign

A remarketing display campaign was created to recapture visitors of the website in the last 15 days.

Results
Project overview

FullFlat, a Dubai-based company, initially offered furniture packages and later expanded to offer individual furniture items like chairs, tables, and sofas.

Challenges

Their main challenge was that most conversions (furniture package purchases) occurred through WhatsApp communication, making it difficult to track real revenue in Google Ads. As a result, Google Ads was only able to track clicks to WhatsApp, not the actual purchases, leading to limitations in campaign optimization and performance insights.

Solution
  1. BigQuery Integration

Captured the GCLID (Google Click ID) for each click and matched it with validated leads in the client’s CRM system.

  1. Revenue Upload via Google Spreadsheets

Developed a system where real purchases were tracked by sending the GCLID along with the corresponding revenue data via Google Spreadsheets.

  1. Optimized Campaigns with Real Revenue Data

By uploading actual purchase data, we were able to enrich the Google Ads algorithm with relevant information, enabling more efficient smart bidding and better campaign targeting.

Results