How an Automotive Accessories OEM got 17 X ROI through Google Adwords
Our Client manufactures and sells the world’s smartest gear for vehicle-based adventures.
Their roof racks, water tanks, tents, awnings, drawer systems, and camping accessories are enjoyed, used and abused around the world by casual campers, the U.N., overlanders, NGOs, outdoor enthusiasts, and extreme athletes.
The company’s goal has always been to maintain digital marketing efficiency while driving online sales. So we set out to decrease the cost of conversion by optimising search campaigns while getting more transactions on their website without increasing budgets.
Here we explore how our client has markedly improved the profitability of its Adwords account.
The main trigger (that lead them to us) was when their key competition began advertising on AdWords with increased budgets for their relatively low priced products, our client began experiencing lower ad positions and higher competition for key search phrases.
Their adwords ROI was then just 2 times of adspend (so for every 100 $ adspend they were just selling worth 200$ products).
With an average product profit of ~30$, they were actually bleeding.
Clearly they were losing out on their potential customers and thus we were posed with a challenge to:
- Bring down the Ad Spend/Total Conversion value to at least 20% (20/100).
- Get a minimum of 5-7 times ROI through Google Adwords
After a thorough analysis of the user behaviour on client’s site, we started off by realigning their campaigns as per the user searches and their product categories(a brief overview of the same is as shown below):
Here is a complete list of activities we performed:
(Structuring good Google Ads)
|Created different campaigns as per Product categories such as :
|2||Right PPC Keywords|
|3||Scrubbing Negative Terms|
|4||Bidding Strategy||Activated Maximise Clicks AdWords Smart Bidding strategy.By changing the bid strategy to Maximise Clicks, the algorithm provided us with more conversions and a stable cost per conversion with less human effort.|
|5||Extensions||To highlight the benefits of our client’s products in more detail such as
|6||Goals set up||Defined goals for user actions like
This helped us to track the user engagement level in case of different product categories and identify the areas where more focus needed to be laid on.
Below is a quick comparison of the Goals completion for the period March’17-Oct’17 (when our client was handling Adwords on their own) and Nov’18-Jun’18(This is when we took over their Adwords account):
Red Line: March’17-Oct’17
Blue Line: Nov’17-Jun’18
1. In a month, we were able to drive revenue of $123,500 with an Ad Spend of approximately $7181
We started off doing Google Adwords for our client in Nov’17 and within a few months, they experienced a remarkable 17 times return on their investment on Google Adwords.
2.CPC reduced rom $0.88 to $0.32
3. Monthly impressions increased from 692K to 1.5M
4. Percentage of Ad Spend/total conversion value reduced to 5.3%
High-quality day-to-day optimization is certainly the key to the success of effective online advertising campaigns.
Our team used to monitor the campaigns on a regular basis and adopt different strategies based on competition to make sure we don’t lose out on any potential customer. Clearly, the results were beyond our client’s expectations and totally worth the effort we had put in.
*Planning to run Adwords for your automotive aftermarket products website? We’ll be happy to give you a free report on how to go about it gaining the maximum ROI. For more information, please contact email@example.com
Vibhav Gaur plays a key role in empowering Ebzion’s Automobile Aftermarket clients to sustainably grow their online revenues by leveraging technology + digital marketing.
With a strong background in technology and key focus in Automotive marketing he has helped multiple aftermarket OEMs and Retailers make it big online.
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