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About Buddha Grove
Buddhagroove.com, an online retailer specializing in jewelry, spiritual and wellness products, was seeking to enhance the profitability of its Google Ads campaigns. In May 2024, Chip Toalney, the CEO, approached WeAdU for their expertise in optimizing ad performance to drive better ROAS and overall cost-efficiency.
Prior to WeAdU's involvement, Buddhagroove.com was facing challenges in scaling their Google Ads campaigns effectively, particularly with balancing ad spend and conversion value across their diverse product catalog. They needed a strategy that could enhance profitability, reduce the cost per conversion, and increase the overall conversion rate.
WeAdU’s Strategy and Implementation
WeAdU deployed a structured, data-driven strategy tailored for Buddhagroove.com’s needs. The process involved the following key steps:
1. Comprehensive Feed-Only PMax Campaign Setup
Our initial step in Performance Max campaigns is to create a feed-only Asset Group for each product type, allowing us to focus on Google Shopping, the network that delivers the highest conversions. This setup helps us gain valuable data on high-intent audiences and use Dynamic Remarketing to reach past site visitors with relevant ads. Once we see a solid conversion rate within an Asset Group, we expand by adding more assets, opening access to broader networks like Search, Display, YouTube, and Discovery, and utilizing robust conversion data to optimize performance.
2. Weekly Performance Analysis
We systematically monitored and analyzed campaign data weekly to identify high-performing and underperforming segments. The benchmark for assessing product performance was around 500 clicks, though adjustments were made as necessary based on clear underperformance.
3. Optimization through Segmentation
To enhance efficiency, underperforming product segments were progressively removed from the PMax campaign. These segments were then allocated into dedicated Standard Shopping campaigns, categorized by priority: high, medium, and low. Each priority level had specific bid strategies, ensuring precise targeting and budget allocation:
- High Priority: Lower bids to capture non-relevant search terms while controlling budget allocation.
- Medium Priority: Moderate bids targeting more relevant queries to maximize profitability.
- Low Priority: Broad targeting with low bids, incorporating search partners for maximum exposure.
4. Fine-Tuning for ROAS and Conversion Goals
WeAdU’s strategy ensured that the best-performing products in the PMax campaign were given the freedom to scale, while the underperformers were closely managed to reduce wasted ad spend and improve their performance through tailored campaigns.
The impact of WeAdU’s strategic overhaul was immediately noticeable. Comparing May–September 2024 with the previous five months (which included the high-converting Christmas season), Buddhagroove.com saw exceptional results:
- ROAS Improvement: Increased from x2.85 to x3.58
- Lower Cost per Conversion: Dropped from $23.48 to $18.82
- Higher Conversion Rate: Rose from 2.77% to 3.35%
- Reduced Cost: Total ad spend reduced from $44.6k to $31.2k
This optimization resulted in improved profitability and efficiency, even outperforming a period that included a traditionally peak sales season.
By strategically leveraging a feed-only PMax campaign and segmenting product performance through tailored Shopping campaigns, WeAdU was able to drive Buddhagroove.com's Google Ads campaigns to new levels of success. The approach not only reduced costs and increased ROAS but also set a clear path for future scaling and sustained growth.
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