Classic Movies etc., is an agency that offers Search, Acquisition, and Movie Manufactured On Demand(MMOD) services. They are based in Illinois and caters to professional entertainment industry clientele and serious private movie collectors. They act as a bridge between movie studios and collectors to help acquire their favorite hard-to-find movies and add them to their movie collections.
The client approached us with the expectation of increasing their reach across the US and generating more sales.
$ 17628.71
$ 2.6
$ 136,992.22
On project handover, we ran an initial audit to understand the existing campaign performance. The following were some of the problems we identified.
The client was generating sales from their ad campaigns; however, the cost per conversion was high compared to the product value. For products selling at $12-18 on the website, the cost per conversion was $8.9. The cost per conversion was higher for mobile ads than desktop ads. Also, the Cost per Click was between $0.40-0.45, which was very high.
The existing ad campaigns were targeted at all age demographics. Also, the client only wanted to reach across the entire USA region. As per Google Analytics, the client was also receiving sales from Canada, UK, and Australia.
Certain attributes were missing for the products listed in the Google Merchant Center. Owing to the nature of the product (i.e., rare to find movies), they couldn’t be allocated with any particular brands. This meant critical product attributes such as GTIN or MPN couldn’t be added.
Based on our findings from the audit, we started working on optimizing the shopping and search ads. The first goal was to reduce the cost of conversion. We started with optimizing the existing campaigns to reduce the cost per click to $0.10-0.15. Over the course of a few months, the cost per conversion dropped to less than $3.
Alongside, we refined the targeted demographics. Clients specialized in providing hard-to-find movies. Their clientele can be assumed to be in the age group of above 25 years. So targeting all age groups seemed a waste of ad spend budget. We eliminated the 18-24 age group audience and created separate campaigns for their audience in different countries.
Since their products don’t have attributes compatible with the Google guidelines, we had to create supplemental feeds that provide the data missing in the primary feed. Finally, after some time, the products started receiving approvals in Google Merchant Center and showed in searches.
As a testament to our efforts, our client got the following results.
| Impressions | Clicks | Avg. CPC | CTR | Conversions (sales) |
|---|---|---|---|---|
| 6,295,951 | 117,381 | 0.15 | 1.86% | $ 6,779.33 |
| Ad Spend | Cost / conversion | Google Ads Revenue | Total Revenue | ROAS without Assisted conversion |
|---|---|---|---|---|
| $ 17628.71 | $ 2.6 | $ 136,992.22 | $ 136,992.22 | 777.10% |
Cost:$ 15,796.62
Revenue:$ 129,096.63
Cost:$ 1,542.34
Revenue:$ 7,874.89
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