Uncaged Ergonomics is a brand specialized in creating unique ergonomic office furniture. They believe in imbibing their core values in anything they create:
They sell their furniture on their own website as well as on other popular online retail portals.
The client approached us in March 2019. They wanted to maximize their sales under the minimum Cost per Sale or Conversion. We started with setting up the search and shopping ads for laptop stand initially and included other products and categories later on.
$ 44058.46
$ 24.53
$ 144,632.36
The client had a Google ad account set up since January 2018. However, the client website wasn’t set up for conversion tracking. So, we didn’t have any historical data for past performances.
We started with search, shopping, and display remarketing campaigns for improving the conversion rates. Initially, they were yielding good performance. Later, the ad impressions and shares dropped. Moreover, the competitors were outranking client’s websites when reviewing ad auction insights.
The product attributes were set up to be manually updated daily. However, the prices on the product page were being updated frequently. Also, there were constant changes to the sale and actual price of the product. This required us to change the price attributes and sales price relevant attributes nearly two to three times in the week.
Running Shopping and Search Ads Initially for One Product
We initially ran ads for one of their products - laptop stands. We set up the conversion tracking for measuring the campaign performances and set up search & shopping ads. On getting positive results, we included other products as well. Gradually, all their products were showing on Google results.
Shopping Feed Optimization
When the ad impressions started dropping, we started working on optimizing the feed in Google Merchant Center. Different product attributes were optimized for increasing the ad impressions and in turn ad rank. The attributes that we added or keyword-optimized were:
To tackle the issue of frequent product pricing updates, we changed the feed fetch process from manual to automatic. Also, the update duration was changed from daily to weekly.
Retargeting past visitors
Once the shopping and search ads were performing well, we shifted our focus towards targeting past visitors. We set up display ads for remarketing to prospects who visited the website in the past.
The fruit of our labor was seen around March 2020. The pandemic proved beneficial for the client. The surge in work from home and remote working lead to a steep increase in sales. The website was getting more sales and till date is receiving sales from different ad campaigns.
Cumulative campaign performance March 2019 to December 2020
| Impressions | Clicks | Avg. CPC | CTR | Conversions (sales) | Ad Spend |
|---|---|---|---|---|---|
| 10,669,068 | 63,951 | 0.69 | 0.60% | $ 1,796.00 | $ 44058.46 |
| Cost / Conversion | Google Ads Revenue | Google Ads Assisted revenue | Total Revenue | ROAS (Assisted conversion) |
|---|---|---|---|---|
| $ 24.53 | $ 144,632.36 | $ 50,506.69 | $ 195139.05 | 442.91% |
Cost:39,548.47 USD
Revenue:119,035.48 USD
Cost:2,646.20 USD
Revenue:20,988.28 USD
Cost:1,863.80 USD
Revenue:4,608.60 USD
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