While AKASO Tech’s Shopping ads were performing well, they struggled with Search ads, which weren’t generating the expected conversions. Their goal was to maintain their strong performance on Shopping while improving Search ad performance to drive more sales. Additionally, AKASO wanted to ensure that they weren’t overly dependent on a few top-selling products, instead seeking to promote a broader range of items from their catalog.
WeAdU’s Strategy and Implementation
To address these challenges, we implemented a tailored Google Ads strategy centered around a feed-only Performance Max (PMax) campaign. This allowed us to optimize ad spend while improving Search performance and diversifying sales across their product range. Here’s how we helped AKASO achieve their goals:
What We Did:
- Feed-Only PMax Campaign for Improved Efficiency: n Performance Max, we start with a single feed-only Asset Group per product type, which lets us focus on Google Shopping, a top network for conversions. This helps us gather critical data on interested buyers and employ Dynamic Remarketing to target past visitors with relevant product ads. Once an Asset Group has sufficient conversion data, we expand its reach by adding additional assets, moving into other networks like Search, Display, YouTube, and Discovery to further capitalize on high-quality conversion insights.
- Improving Search Ad Performance: AKASO’s Search campaigns were underperforming compared to Shopping. By integrating Search into the PMax campaign, we were able to target high-intent queries more effectively. Google’s AI-driven optimization improved the relevance of Search ads, resulting in higher click-through rates (CTR) and conversions. We incorporated Dynamic Search Ads (DSA) to expand keyword coverage beyond typical Shopping campaigns. DSA enabled us to capture potential customers who were searching for terms not previously targeted, which was crucial for scaling product discovery.
- Promoting a Wider Range of Products: To reduce dependency on AKASO’s top-selling products, we focused on promoting a broader selection from their catalog. The PMax campaign gave visibility to mid-tier and underperforming products by dynamically adjusting bids and placements based on performance. We implemented product segmentation based on pricing tiers and margins. This allowed us to bid more aggressively on high-margin products, while ensuring budget efficiency across less popular items(Consumer Electronics st…). For underperforming products, we used Standard Shopping campaigns for more control over placements and bids.
- Data-Driven Optimization for Long-Term Growth: Throughout the campaign, we continuously monitored performance and made adjustments to bids, budgets, and targeting. This real-time optimization ensured AKASO’s ad spend was delivering the highest possible return. We employed Target ROAS bidding to maintain profitability while scaling. This strategy allowed us to optimize each campaign in real-time, balancing volume and profitability. Also, by adjusting bids based on device performance, we optimized the campaign for both mobile and desktop users, ensuring better allocation of budget across platforms.
- Advanced Audience Segmentation and Retargeting: To enhance audience targeting, we used RLSA (Remarketing Lists for Search Ads) and Customer Match to retarget users who had previously visited the website but had not converted. This ensured AKASO captured high-intent buyers and re-engaged them with relevant offers. We further refined audience segmentation by leveraging in-market audiences and lookalike audiences to attract new potential buyers who resembled AKASO’s existing high-value customers.
- Seasonal Adjustments and Promotion Extensions: Given that action camera sales often peak during outdoor adventure seasons, we adjusted bids and budgets during key times of the year to maximize returns. We took advantage of Promotion Extensions and time-limited offers during key periods like holiday seasons and adventure festivals to create urgency and increase conversions.
