Case Study 4 | PPC Panos

Client Overview

This e-shop specializes in Over-the-Counter (OTC) products but was facing a major hurdle: their Google Ads and Facebook Ads were not delivering the expected returns on ad spend. Despite significant investment in advertising, sales remained low. As a result, the client decided to part ways with their previous agency and reach out for specialized help in Paid Search marketing.

Challenges

The main challenge was the low return on investment from their Google Ads and Facebook Ads campaigns. The ads were not driving the sales they needed, which led to the decision to look for a freelancer with a deeper expertise in Paid Search. The client wanted to optimize their ad spend and make the most of their advertising budget.

Objectives

Improve sales, particularly from Google Ads.
Create a more effective advertising strategy that would provide better returns on ad spend.
Set up accurate tracking for e-shop and phone order conversions to better assess the success of ad campaigns.

Strategy and Execution

We implemented a data-driven strategy to revamp the client's sales performance. The main focus was on the two conversion points: e-shop orders and phone orders. E-shop conversions were directly compared to ad spend, while phone orders were tracked separately as "direct" in Google Analytics.

Key Actions:

Integrating Google Ads with Google Analytics and Facebook Pixel using Google Tag Manager for precise tracking.
Using a media mix of 95% static images and 5% video content, which was highly effective in engaging the audience.
Prioritizing Paid Search ads as a key driver for sales, along with running ads across various platforms like Google Search, YouTube, and Facebook.

Results

The efforts led to impressive improvements:

49.13% increase in revenue, showing the effectiveness of the new approach in boosting profitability.
46.24% growth in transactions, demonstrating how the new strategy helped convert more visitors into customers.
62.01% increase in revenue per user, indicating the significant impact of personalized marketing and better customer engagement.

Channels Used

Google Search
Google Shopping
Google Discovery
Google Display
YouTube Ads
Facebook Ads
Instagram Ads

Impact

Thanks to the new strategy, the e-shop saw a remarkable turnaround. The client now stands on a solid foundation for continued success, with improved sales, higher return on ad spend, and better customer engagement. This case shows how a data-driven approach can transform challenges into growth and set the stage for long-term success.