L'histoire d'une réussite pour HeimVision : Augmenter les performances sans compromettre le ROAS

About Heimvision

HeimVision is a company driven by a mission to make the world a safer place through cutting-edge home security solutions. Known for its high-quality security cameras,, HeimVision has garnered a loyal customer base, with several products recognized as "Best Sellers" on major eCommerce platforms. As an innovator in the home security space, HeimVision focuses on continuous product development to deliver exceptional security devices that bring peace of mind to homes around the world.

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HeimVision had already established success with their Google Shopping campaigns, driving significant sales from high-intent buyers searching for home security products. However, as the company looked to scale its advertising efforts, they faced a common challenge: How could they continue to expand their reach and drive more sales without lowering their Return on Ad Spend (ROAS)?

In a competitive eCommerce environment, particularly in the home security sector, maintaining a high ROAS while scaling campaigns can be difficult. The goal was to increase exposure and sales while ensuring the ad spend remained efficient.

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WeAdU’s Strategy and Implementation

To help HeimVision achieve its goals, we implemented a strategic Google Ads solution focused on scaling their existing success on Google Shopping without sacrificing ROAS. Our approach centered around utilizing feed-only Performance Max (PMax) campaigns, which allowed us to tap into Google's AI-powered ad placements across multiple channels while optimizing performance through HeimVision's product feed.

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What We Did:

1. Feed-Only PMax Campaign Setup: n Performance Max, we start with a single feed-only Asset Group per product type, which lets us focus on Google Shopping, a top network for conversions. This helps us gather critical data on interested buyers and employ Dynamic Remarketing to target past visitors with relevant product ads. Once an Asset Group has sufficient conversion data, we expand its reach by adding additional assets, moving into other networks like Search, Display, YouTube, and Discovery to further capitalize on high-quality conversion insights.

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2. Optimizing Product Feed for Maximum Performance: By fine-tuning HeimVision’s product feed, we ensured it was optimized for both accuracy and relevance. This ensured that their security cameras were shown to users actively searching for home security solutions, increasing the likelihood of conversions.We also included dynamic search ads (DSA) to expand keyword coverage and capture search queries that might not have been addressed by traditional keyword campaigns​.

3. Advanced Bidding and Targeting Strategies: We used Smart Bidding strategies, specifically targeting conversions from high-value customers looking for premium home security systems. We also integrated first-party data, such as website visitors and customer lists, to enhance targeting accuracy and maximize conversions. Leveraging RLSA (Remarketing Lists for Search Ads), we retargeted users who had previously visited HeimVision’s website without converting, increasing the chances of bringing these users back​. Additionally, Customer Match and Similar Audiences were used to reach new potential buyers who resembled HeimVision’s most valuable customers​.

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4. Focus on High-Value Products: One of the key strategies was prioritizing HeimVision’s best-selling products in their campaigns. For instance, high-performing products like the HM241 NVR system and HM211 outdoor camera received higher budget allocation and were prominently featured in the PMax campaign. We implemented a product segmentation strategy to bid more aggressively on high-margin and best-selling products while allocating fewer resources to lower-margin or underperforming products​.

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5. Scaling Without Sacrificing Efficiency: Throughout the campaign, we closely monitored performance using Google’s advanced reporting tools. Weekly check-ins allowed us to adjust bidding strategies, budgets, and audience targeting to ensure the campaign was scaling effectively without reducing ROAS. We applied target ROAS bidding strategies, optimizing ad spend based on the value of each conversion, ensuring the campaign balanced volume and profitability​.

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6. Seasonal Adjustments and Promotions: To make the most of high-demand periods, such as holidays, we adjusted campaign budgets and bids during these key times, maximizing returns. Promotion Extensions and time-limited offers were also strategically used during high-demand periods, creating a sense of urgency and driving more conversions.

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Through the implementation of feed-only Performance Max campaigns, we successfully helped HeimVision scale their Google Ads efforts while maintaining a strong ROAS. By leveraging Google's AI and focusing on data-driven optimization, HeimVision’s products were shown across Google’s network, reaching more potential customers and driving significant sales without diminishing advertising efficiency.

The feed-only approach, combined with advanced bidding and audience segmentation, enabled HeimVision to continue expanding its eCommerce presence in the competitive home security market while keeping costs in check.