object(WP_Term)#2456 (16) { ["term_id"]=> int(3) ["name"]=> string(5) "Cases" ["slug"]=> string(5) "cases" ["term_group"]=> int(0) ["term_taxonomy_id"]=> int(3) ["taxonomy"]=> string(8) "category" ["description"]=> string(0) "" ["parent"]=> int(0) ["count"]=> int(15) ["filter"]=> string(3) "raw" ["cat_ID"]=> int(3) ["category_count"]=> int(15) ["category_description"]=> string(0) "" ["cat_name"]=> string(5) "Cases" ["category_nicename"]=> string(5) "cases" ["category_parent"]=> int(0) }

Category: Cases

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.

2. 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

3. 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

• Conversion Number Increased – Since we took over the account management (Sep. 21) we managed to increase the conversion number from around 50 per month to 300-350
• CPL remained at $150 – While increasing the number of conversions, we managed to remain client’s target CPL at $150
• Ad Spend Boosted – In order to increase the conversion number, we had to boost the ad spend and increase the traffic volume, which has been done successfully

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.

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

• A campaign with multiple Polaris brand vehicle models and ad groups were created
• A generic ad group was created to capture more broader search terms
• Dynamic Search Ad group was created to capture search terms that are not covered by search Ad groups,

2. 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.

3. Remarketing Campaign

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

Results

• Conversion Value Increased – In last one year we managed to increase the average account conversion value from $3000 to up $7000
• ROAS Increased x3 – The average ROAS of the account has been increased by almost 3 times over the last 12 months.
• Brand Awareness Increased – Overall Search campaigns helped to increase the Brand awareness, as we see more traffic coming through organic traffic

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.

2. 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.

3. 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

• Increased Conversions – By accurately tracking real purchases, we were able to increase the number of conversions tracked in Google Ads.
• Improved ROAS – With actual revenue data now feeding into the system, the Return on Ad Spend (ROAS) significantly improved, reflecting a more accurate measure of campaign success.
• Efficient Optimization – With access to real revenue data for each campaign, we could optimize campaigns based on true performance, leading to a more cost-effective approach to ad spending.

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