Project: Shady Veu

Business Overview: Shady Veu is an eCommerce business specializing in stylish and high-quality sunglasses. With a broad range of designs catering to various customer preferences, Shady Veu aims to provide fashionable and affordable eyewear for every occasion. The business operates through its website – www.shadyveu.com

Campaign Duration: 7 Months

Campaign Objectives:

• Increase online sales of sunglasses
• Achieve a high return on ad spend (ROAS)
• Optimize ad performance to maximize conversion value

Campaign Strategy:

Ad Format:

Responsive Search Ads: Responsive Search Ads (RSAs) were utilized to create dynamic ad copies that automatically adjusted based on user queries. This approach allowed for multiple headlines and descriptions, which were tested and optimized by Google’s machine learning algorithms to deliver the best-performing combinations.

Keywords:

Broad Match Keywords: Broad match keywords were used to capture a wide range of search queries related to sunglasses. This strategy ensured maximum reach and visibility to potential customers searching for various types of sunglasses.

Ad Groups:

Four distinct ad groups were created to target specific segments and product categories:

1. Fashion Sunglasses
2. Sports Sunglasses
3. Prescription Sunglasses
4. Designer Sunglasses

Bidding Strategy:

Maximize Conversion Value with Target ROAS: The campaign employed the “Maximize Conversion Value” bidding strategy with a target ROAS. This approach focused on optimizing bids to achieve the highest possible conversion value while maintaining a specific return on ad spend.

Ad Extensions: Ad extensions were added to enhance the visibility and effectiveness of the ads. These included:

• Sitelink Extensions: Highlighting different product categories and special offers.
• Callout Extensions: Emphasizing unique selling points such as “Free Shipping” and “30-Day Returns.”
• Structured Snippet Extensions: Showcasing various sunglasses styles and features.

Campaign Performance:

Key Metrics:

• Total Conversions: 180
• Actual ROAS: 242.39%
• Conversion Value: $5.95k
• Total Cost: $2.45k

Results:

The campaign successfully achieved its objectives by generating 180 conversions over the 7-month period. The total conversion value amounted to $5.95k, resulting in an impressive ROAS of 242.39%. The total cost incurred for the campaign was $2.45k.

Insights and Learnings:

1. Effective Use of RSAs: The use of Responsive Search Ads played a significant role in the campaign’s success. By allowing Google’s algorithms to optimize ad combinations, the campaign achieved higher engagement and conversion rates.
2. Broad Match Keywords: Implementing broad match keywords helped capture a wide audience, driving significant traffic to the website. This approach was particularly effective in identifying and targeting potential customers who were not specifically searching for Shady Veu but were interested in purchasing sunglasses.
3. Targeted Ad Groups: Segmenting the campaign into four distinct ad groups allowed for more precise targeting and tailored ad messaging. This segmentation ensured that each customer segment received relevant and appealing ads, which contributed to higher conversion rates.
4. Bidding Strategy Optimization: Utilizing the “Maximize Conversion Value” strategy with a target ROAS ensured that the campaign focused on generating the highest possible conversion value. This approach was instrumental in achieving a high ROAS and maximizing the overall profitability of the campaign.
5. Ad Extensions Impact: The addition of ad extensions significantly enhanced the visibility and attractiveness of the ads. Sitelink extensions directed users to specific product categories, while callout and structured snippet extensions highlighted key features and benefits, encouraging higher click-through and conversion rates.

Conclusion: The Google Ads campaign for Shady Veu’s sunglass eCommerce business proved to be highly effective, delivering substantial returns and exceeding performance expectations. By leveraging responsive search ads, broad match keywords, targeted ad groups, and a strategic bidding approach, the campaign achieved a remarkable ROAS of 242.39%. The insights gained from this campaign provide valuable lessons for future advertising efforts, ensuring continued success and growth for Shady Veu.