25% Conversion value increase

With more products approved, 25% more sales were registered in one calendar year.

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e-Commerce

Project overview

Proactive-Healthcare is an online retailer of supplements and vitamins and other health wellness products distributor based in the UK. 

Challenges

Running ads for healthcare products isn’t easy. Margins are tight, competition is brutal, and strict advertising rules mean you can’t always promote your best-sellers. Proactive Healthcare was feeling all of this. Their ads were running, but the numbers weren’t working. Smart bidding was pushing CPCs too high, eating into their already slim margins. Some of their best-selling roducts kept getting disapproved, cutting off a major source of revenue. And in such a crowded market, simple campaigns just weren’t enough to break through.

Solution

1. Built a solid foundation with fully functional tracking and optimized product feed.
2. Addressed +700 SKUs with disapprovals due to policy restrictions, ensuring more products could be advertised.
3. Analyzed backend sales data to identify and scale high-revenue products.
4. Adjusted product feed to prioritize high-converting products.
5. Implemented accurate tracking using Google Tag Manager and GA4 Ecommerce reporting.
6. Segmented products based on past performance to optimize campaign structure.
7. Removed disapproval-causing terms and refined product titles and descriptions for better search relevance.
8. Started with Manual CPC to gain initial data, then transitioned to Max Conversion Value bidding.
9. Shifted from P-Max to Standard Shopping Campaigns with strategic product segmentation.

Results

• 25% Conv. value increase – With more products approved, 25% more sales were registered in one calendar year.
• Disapproved Products Decreased from 63% to 18% – Including bestsellers, that helped to get more revenue from a lower cost.
• 50% Cost Decrease – Any instance of unprofitability was cut out, spend was going on products that had enough margins to be profitable, resulting in more revenue registered from lower cost.