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Author: andrey

Project overview

The client sells powdered Fijian Kava in Australia, a product known for providing sleep aid and relaxation. In short, Noble Kava is a humble root with superpowers.

Challenges

The business had been actively advertising on META but had little presence on Google. The client felt that the demand generated through paid social was being captured by competitors on Google. The goal was to increase sales while maintaining an acceptable CPA. The business had been actively advertising on META but had little presence on Google. The client felt that the demand generated through paid social was being captured by competitors on Google. The goal was to increase sales while maintaining an acceptable CPA.

Solution

1. Account Structure Strategy

The account was running on one Pmax campaign only. In order to increase our presence strategically 

• Australia was separated from NZ to concentrate bidding efforts
• Standard shopping with search query filtering was set up to assure the highest visibility on mid and bottom of the funnel queries.
• Brand, mid funnel and bottom of the funnel search campaigns were created

2. Moving away from Conversion imports from GA4

Full-funnel conversion events were set up through Google Ads tag to report the highest amount of purchases possible. Enhanced conversion tracking was implemented.

3. Product targeting optimization

Lowered the number of targeted products which led to decrease in CPA.

Results