Description
A thriving online presence is crucial in today’s digital marketplace. However, for Ferebe, a health and households brand, they were experiencing stagnation in sales despite their extensive product offerings. This is where we at Hire Ads Manager came in to revamp their approach and transform their underperforming campaigns into profitable growth opportunities.
The Challenge
When our team first audited Ferebe’s Google Ads account, it was clear that the potential wasn’t being fully tapped. Despite offering popular brands and a wide array of products in the highly competitive health and beauty niche, Ferebe was struggling with inefficient ad spend and low return on investment (ROI).
Some of the critical issues we identified:
- Improper Conversion Tracking: The tracking setup had missing conversions, which skewed the performance data, making it difficult to assess which campaigns were delivering.
- Unoptimized Product Feed: The product titles and descriptions were not keyword-rich, limiting visibility in Google Shopping results. Product attributes were also incomplete, resulting in poor matching and visibility.
Campaign Structure Issues: Multiple campaigns were overlapping in targeting, resulting in inefficient ad spend and cannibalizing performance.
The Strategy
To rectify these issues, we implemented a series of structured, data-driven strategies to turn the store around.
- Fixing Conversion Tracking: We restructured the conversion tracking setup by implementing Google Tag Manager and Google Analytics properly, ensuring that Ferebe could track sales, add-to-cart actions, and page visits effectively. This gave us accurate data to base our next steps on.
- Feed Optimization: We performed a deep product feed optimization using Google Merchant Center. By refining the product titles and descriptions with high-intent keywords and filling out all missing attributes, we ensured that Ferebe’s products were shown to the most relevant audience.
- Smart Shopping Campaigns: Leveraging the historical data in Ferebe’s account, we launched Smart Shopping campaigns that utilized machine learning to target high-intent buyers. This allowed the algorithm to focus on high-performing products and improve the overall campaign efficiency.
- Search Campaigns: After building momentum with shopping campaigns, we introduced targeted search ads with a focus on branded and non-branded keywords, capturing additional market share. Dynamic search ads were tested for covering a broad spectrum of queries.
- A/B Testing: We conducted continuous A/B testing of creatives, ad copies, and bidding strategies, to identify top-performing elements and doubled down on those.
The Results
Through careful optimization and targeted campaigns, Ferebe achieved significant improvement in performance metrics within a short period of time following are the stats from last three months.
- Sales Increased to $90,000+
- ROAS Improved to 6.09x
- Optimized Product Feed Resulting in a 1.00% Increase in Click-Through Rate
- Conversion Rate Improved by 5.18%
These results were achieved by taking a data-first approach, optimizing underperforming areas, and scaling based on performance trends. By continually refining our campaigns and focusing on the top 20% of high-converting products, we were able to stabilize ROAS and drive consistent revenue growth.
Conclusion
Ferebe’s transformation was a testament to the power of strategic optimization and data-driven decisions. By addressing the core issues in the account and scaling effectively, we brought Ferebe back to profitability in a highly competitive industry.
The Results
90000
SALES
6.09x
ROAS
RESULTS
CAMPAIGN DATE
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If you run an eCommerce store doing $40k/mo+ and want us to help EXPLODE your results, schedule a call with us.
