Asher's Soars to Sweet Success with Google Ads

About the Client
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Ashers.com is a family-owned business with a rich history of crafting high-quality chocolates and confections for over a century. Known for their artisanal approach and commitment to using premium ingredients, Ashers.com offers a wide variety of chocolate-covered treats, gift baskets, and sugar-free options catering to both individual customers and corporate clients. Their products are popular for personal indulgence and gifting during holidays, special occasions, and corporate events.

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Our Approach
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Managing Google Ads for a confectionery brand like Ashers.com requires a strategic and data-driven approach to overcome several challenges. Seasonal demand spikes during holidays such as Christmas, Easter, and Valentine's Day demand agile budget management and precise campaign adjustments. Competing with well-established confectionery brands and large retailers necessitates strategic bidding and targeting to ensure visibility while controlling costs. The relatively low average order value (AOV) presents a challenge to profitability, making cost-per-click optimization and conversion rate improvements essential. Since chocolate purchases are emotionally driven, high-quality imagery and persuasive messaging are crucial to capturing customer interest. Additionally, impulse buying behavior requires effective remarketing and engaging ad creatives to drive quick purchasing decisions and maximize sales.
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WeAdU Strategy & Implementation
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To overcome these challenges and scale Ashers.com's Google Ads campaigns effectively, we employed a comprehensive, data-driven strategy incorporating the following techniques:
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What We Did:

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1. Performance Max (PMax) Campaigns with Structured Asset Groups

We implemented PMax campaigns with dedicated asset groups for each product category, such as chocolate-covered pretzels, gift baskets, and sugar-free treats. Initially, we focused on feed-only asset groups to prioritize Google Shopping and Dynamic Remarketing, channels with the highest ROAS. Once asset groups generated sufficient conversions, we expanded to include headlines, descriptions, and images to extend reach across Search, Display, YouTube, and Discovery networks.

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2. Smart Bidding Strategies

Utilizing Google’s automated bidding strategies such as Target ROAS and Maximize Conversion Value allowed the platform to adjust bids in real-time to maximize profitability. We continuously optimized bid strategies to align with seasonal demand fluctuations.

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3. Audience Segmentation & First-Party Data Integration

We segmented audiences based on purchase behavior, creating targeted remarketing lists for high-intent users. Customer Match was employed to reconnect with existing customers and upsell gift sets during seasonal promotions.

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4. Negative Keyword Optimization

To minimize wasted spend, we implemented a rigorous negative keyword strategy to prevent ads from showing for irrelevant searches. This approach improved budget efficiency and boosted conversion rates.

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5. Mobile and Desktop Ad Segmentation

We created separate ad groups for mobile and desktop users, allowing for optimized ad copy lengths that displayed effectively across devices. This segmentation improved ad clarity and user experience, resulting in higher click-through and conversion rates.

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6. Dynamic Search Ads (DSA)

Implementing DSA campaigns helped capture long-tail search queries by dynamically matching ads to relevant search intent. This strategy improved visibility and reduced the risk of missing potential customers.

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7. Compelling Creative and Ad Copy Optimization

A/B testing of various ad creatives, including rich visuals and emotional messaging, helped identify the most effective combinations. Headlines and descriptions were tailored to emphasize Ashers.com’s unique selling points, such as handcrafted quality and sugar-free options.

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8. Promotion Extensions and Seasonal Offers

We leveraged promotion extensions to highlight seasonal discounts and limited-time offers, increasing urgency and boosting CTR. Customized ad messaging aligned with peak shopping periods to capture maximum customer interest.

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By implementing these tailored strategies, Ashers.com experienced significant improvements in their Google Ads performance. We successfully scaled their campaigns while maintaining a strong ROAS, ensuring profitability even during peak holiday seasons. The optimized campaign structure, enhanced audience targeting, and data-driven decision-making contributed to increased revenue and a broader customer base.

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