ROAS was 40x, When I take over this client’s account few months back.
I audited the account, and it was totally inflated with branded revenue.
This account was mostly used for capturing the demand, they created on social media channels.
How I shifted this account to whole new generic level?
Let it run the branded search campaigns:
They were doing their job, but I shifted it to manual CPC because it was charging high CPC, I checked, no one was bidding on our branded keywords. Point to be taken.
Created generic Standard + DSA:
I tested generic keywords and DSA separately, like tested standard first, it was too expensive, then tested DSA.
When I found both were working but couldn’t bear the cost.
I shifted to page feed PMax campaign:
Page Feed PMax:
Results were not that promising in the start, but it started doing really well later. I was getting above my expectations, I had to scale it further, I took that campaign from £30/Day to £350/Day.
Remarketing Campaigns:
It doesn’t have any remarketing campaigns on Google, So I created display, DGen and YouTube remarketing campaigns.
Upper Funnel Campaigns:
To look for new customers on Google placements, I had to create YouTube & DGen with converting keywords customs segments with compelling offer. It was created when I had history in the account and the budget.
Created Feed Only PMax for their primary countries:
I had to do a lot of optimisations in the feed, first I optimised the whole feed for super relevant products and niche keywords and relevant GMC attributes.
I ran a feed only PMax campaign for two primary countries. It took a while to create history on products with search terms, but we made it through.
When I had response from these campaigns, I started to run campaigns in 6 other countries to test as well. I had to optimise feed for them as well.
2 were success, 2 were average and 2 were total failure.
Attach screenshot is only generic PMax data. Some campaigns have really low ROAS, but I’m still hoping to achieve the desire result one day.
