I optimized Google Ads PPC and Facebook Ads e-commerce campaigns, refining Google Ads Setup and Google Merchant Center for better product visibility. As a Google Ads Specialist conducted a Google Ads Audit, integrating Google Ads, Facebook Ads, and tracking with Google Analytics Setup. Using Facebook Ads Copywriter strategies, I tested creatives and audiences. This approach increased transactions from 155 to 955, boosting revenue to €37,294.85, ensuring profitability in the e-commerce website and Shopify market. 

About the project

The business is dedicated to promoting both environmental sustainability and consumer health through its line of organic socks. Made from organic cotton and recycled plastic, the socks are produced without toxic chemicals or dyes, ensuring a pesticide-free manufacturing process. This approach not only supports a healthier planet but also guarantees that customers enjoy products that are both ethically sourced and sustainably produced, from raw material sourcing right through to the final product.

Goal

The primary objective is to achieve €250,000 in yearly sales by investing €80,000 in advertising efforts, targeting an improved Return On Ad Spend from the current 1.6-1.7 to 2.0 that maximizes ad efficiency.

Approach

1. Conducted a thorough technical review, examining elements like Meta Pixel and Conversions API to evaluate the current status.

2. Analyzed past campaigns to extract valuable insights from previous actions.

3. Developed a marketing strategy that took into account all product types and their breakdowns.

4. Fine-tuned Google Merchant Center and Meta Shop for optimization.

5. Initiated various campaign types, including Sales campaigns, category-specific campaigns, and campaigns for both high and low-performing products.

6. Experimented with different approaches to enter the new French market and identified the most effective one, with a particular emphasis on optimizing Google Merchant Center feeds.

In the early stages, our main focus was on fixing tracking issues since none of the tracking services were functioning correctly. Once we resolved this problem, we initiated advertising campaigns. We initially started with Google advertising specifically for the German market. We experimented with different approaches, categorized products, tried various campaign formats, and adjusted the Google Merchant Center settings, including headlines and distribution. Ultimately, we found that the most effective approach was using Shopping and PM campaigns for the Shopping network.

Additionally, we launched Meta advertising, testing different audiences and creatives. We identified four key audience segments that delivered excellent results: shopping interests, broad interests, and various custom lookalike lists. We also experimented with the Advantage+ Shopping campaign format, which initially didn't perform well. However, after refining creatives and settings, this campaign started to yield some of the best results.

Our next objective was to enter the new French market, for which we carefully strategized. After conducting tests, we determined the most successful approach. We actively worked with the Merchant Center and product feeds to maximize our reach within that specific location.

As a result of these efforts, we are achieving transaction levels similar to those during Black Friday, which is a remarkable achievement.

Results

Increased the number of transactions, which resulted in a boost in revenue (955 transactions, bringing in €37, 294.85, compared to only 155 transactions and €5, 748.21 before).