We took a highly-refined approach which focussed on driving PPC sales from the most competitively priced products, and reducing wasted spend in areas which had not proven successful historically.
Only standard text search ads were running when we inherited the Tesco Photo PPC account. Over the following months, we introduced several new ad formats to maximise the real estate they owned on the search results page, and increase the ways we could reach potential customers. This included:
- Google Search Ads
- Google Shopping Ads (PLAs)
- Dynamic Remarketing
This case study explains a little bit about how we leveraged these formats, and ultimately how we generated fantastic improvements for the brand’s PPC performance.
Google Search Ads
Our approach to AdWords search ads involved detailed campaign restructures and using audience data to make ads as relevant and personal as possible.
We restructured the existing search campaigns to allow for very tightly themed ad groups, which allowed us to create incredibly relevant ad text for the keywords in each ad group. As a result, ads were hyper-relevant to the search queries users were typing into Google. This meant that Click Through Rates positively soared, and the result was higher Quality Scores and a positively lower Cost Per Click. This in turn, allowed us to reduce the Cost Per Conversion in many cases, whilst also increasing the Conversion Rate of the search campaigns.
Audience targeting was layered onto our search campaigns, so that we could set customised bids depending on the searcher’s previous interactions with the Tesco Photo website. For example, we might increase bids if the user has historically made purchases of a higher-than-average order value.
AdWords IF functions were used to customise ad text, so that if the user searching was someone who had recently abandoned the checkout process, the ad text they saw would be different from standard ads and include an incentive to complete their purchase.
Google Shopping Ads
Feed optimisation and campaign structure were the keys to Google Shopping success. We optimised the titles and descriptions within the Google Merchant Centre feed based on detailed keyword research, and ensured all possible data fields were populated. The campaign structure we used separated high and low value products to allow different budgets to be set for each. The campaigns themselves were structured to allow different bids to be set, in order to generate an effective cost per conversion and ROI results.
Dynamic Remarketing utilised the highly-optimised Google Shopping feed to show display ads to users as they browsed other websites. These ads featured the exact products that those users had been browsing whilst on the Tesco Photo website, which made them highly relevant.