Outdoor Technology augmente son ROAS et élargit sa portée grâce à une stratégie optimisée d'annonces Google en flux continu

About Outdoor Technology

Outdoor Technology is a cutting-edge consumer electronics brand that designs mobile technology products for outdoor enthusiasts. Their mission is to help users stay connected without being tethered, offering innovative products like wireless speakers, rugged headphones, and portable power solutions. Outdoor Technology blends modern lifestyle needs with a passion for the outdoors, creating gear that performs in nature’s toughest conditions while allowing users to stay plugged into their digital worlds.

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Outdoor Technology faced challenges in optimizing its Google Ads campaigns to improve Return on Ad Spend (ROAS) while maintaining sales volume. With a diverse range of outdoor tech products and accessories, they wanted to ensure that their ads were reaching the right audiences, both seasoned adventurers and casual outdoor enthusiasts, without overspending. The key was to improve the efficiency of their campaigns through boosting visibility, and as a result, increase their sales.

WeAdU’s Strategy and Implementation

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To address the client’s needs, we crafted a strategic Google Ads approach centered around feed-only Performance Max (PMax) campaigns. Our focus was on optimizing ad spend while improving ROAS, all without reducing sales volume. Here's how we did it:

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What We Did:

1. Feed-Only PMax Campaign for Maximum Reach and Efficiency: We kick off our Performance Max campaigns by setting up a feed-only Asset Group for each product type. This method focuses on Google Shopping, the network with the strongest conversion potential, allowing us to collect high-quality data on customers likely to purchase. Using Dynamic Remarketing, we also serve targeted product ads to previous visitors. As each Asset Group generates enough conversions, we expand to other networks—Search, Display, YouTube, and Discovery—by adding more assets, leveraging solid conversion data to guide our growth.

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2. Balancing ROAS and Sales Volume: Outdoor Technology needed to maintain sales while improving ROAS. By closely monitoring product performance within the PMax campaign, we optimized the highest-performing segments, driving more conversions for top products like wireless speakers and rugged headphones. For underperforming products, we transitioned them to Standard Shopping campaigns to control their ad placements more precisely, a tactic allowing greater flexibility in bid management​.Segmenting products by price and margins helped us bid more aggressively on high-margin products and allocate budget efficiently, ensuring maximum returns​.

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3. Dynamic Search Ads (DSA) for Keyword Expansion: We incorporated Dynamic Search Ads to expand keyword coverage, capturing potential customers who searched for terms not typically covered in Shopping campaigns. DSA helped scale product discovery, particularly in the competitive consumer electronics space, broadening the potential audience for both top-selling and niche products.

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4. Data-Driven Optimization for Continuous Growth: Throughout the campaign, we conducted regular performance reviews to refine bids, adjust audience targeting, and reallocate the budget based on real-time data. This approach helped to consistently improve Outdoor Technology’s campaign efficiency. We utilized Target ROAS bidding strategies, ensuring that ad spend was optimized based on the value of each conversion. By continuously optimizing in real time, we were able to scale conversions profitably​.We also took advantage of device-specific adjustments, optimizing the campaign for both mobile and desktop users. This ensured that ads were shown to users at the right time, depending on their browsing habits.

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5. Advanced Retargeting and Audience Segmentation: To maximize conversions, we used Customer Match and RLSA (Remarketing Lists for Search Ads) to retarget users who had previously visited the website but hadn’t converted. Tailored offers were presented to this audience to bring them back to the purchasing funnel. We further enhanced audience segmentation with high-intent audiences and lookalike audiences, targeting potential buyers who resembled high-value customers​.

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6. Seasonal Adjustments and Promotions: Outdoor Technology’s sales peak during specific times of the year, such as holidays and outdoor event seasons. We adjusted budgets and bids accordingly during these periods to maximize visibility and conversions. We utilized Promotion Extensions and time-limited offers during key sales periods (e.g., Black Friday), boosting conversions by creating a sense of urgency.

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By utilizing a feed-only PMax campaign and optimizing lower-performing segments with targeted Shopping campaigns, Outdoor Technology saw significant improvements in ROAS without sacrificing sales volume. The automated approach of the PMax campaign allowed the brand to expand its visibility across all of Google’s advertising platforms, reaching both dedicated outdoor enthusiasts and tech-savvy consumers alike.

The ability to target high-intent audiences across multiple channels helped Outdoor Technology maintain a steady stream of conversions, while the strategic segmentation of their product catalog ensured that every product, from best-sellers to niche items, had a chance to succeed. This tailored strategy enabled Outdoor Technology to meet its growth goals efficiently, positioning the brand for sustained success in the competitive consumer electronics market.