The Wireless Audio Brand Deals mainly in the Wireless Speakers, Earbuds & Neckbands.
Fair share of revenue was coming from Facebook Ads but the Brand was struggling to get the revenue from Google Ads.
Where was the problem?
When we analyzed the Google Ads Account we found out that many different campaigns were running, out of which only Brand Search Campaign was getting conversions.
All the Others were just spending without getting any sales.
Our Approach
We paused all the campaigns (DSA, RSA, Discovery, Video, Shopping Ads, etc.) and only left one campaign running other than Brand Search i.e. Performance Max.
It takes approx. 11 Days for Performance Max Campaign to get optimized and after 20 Days also there was no significant improvement in the sales.
What was the Next Step?
We started analyzing the Ad Assets that were present in the Performance max Campaigns. ( The Ad Assets needed some serious work )
We only focused on the Wireless Speakers category for the time and created a dedicated campaign for it.
Google Merchant Center
Upon Analyzing the Ads, we came across the Plain and Simple Ads on Google's Display Network that anyone could easily ignore.
Reason Being,
The Product Images were plain and simple with white background (GMC automatically fetches these product images from your website)
So we Edited the Product Titles, Descriptions, Google Product Category & Product Image with Customized Background in the GMC and then made the P-Max Campaign Live.
How would this help our Performance Max campaign?
Editing the Title and Mentioning the Features with relevant keywords helps in ranking in the shopping tab of Google.
Eg: If anyone searches for "wireless speakers with LED lights" if these keywords are there in your Product Title you product will get displayed near the top. [Yes, SEO techniques works on Performance Max Campaigns for Shopping Ads]
Similarly, Rather than the plain Product image with white background, use the custom image with enhanced effects to make your product look unique and premium. (Google's Default colour is white, and if our products' background is also white then it'll probably get unnoticed by many users.
Whereas, if we are using color contrast in our product image, it will grab attention of the user.
Now that we have the users' attention, what to do to make them take action??
Enable the advanced Settings in the Price Section in GMC and specify the Normal Price and SALE Price.
Doing so will highlight the %off unit on your image in the google display networks. And seeing a reasonable offer, anybody would like to check the product.
Notice the %discount that is being displayed and the Main feature of the product is highlighted (60ms low latency)
Any Mobile Gamer would definitely want to check that out since there are only a few products with 60ms low latency and giving 67% off.
For this ad to display, we created another performance max campaign specifically for earbuds and targeted relevant audience with in-market, affinity & custom segments.
Result
Performance Max turned out to be the second best revenue generator for the Brand and the conversions from Google Skyrocketed in the following month since the campaigns were optimized and running in a streamlined manner.
