Google Ads Case Study: Auto Accessories Store, 485% ROAS

In this case study we share our experience of how we successfully launched PPC ads in the fairly competitive auto accessories niche.

The owner of an online auto accessories store came to us with the task of increasing sales through Google Ads PPC.

During the initial site review, we saw that the store had some obvious issues:

• not all products were published in the catalog;

• the order functionality wasn't working properly;

• poor product card content;

• minor layout errors on the site.

What was working:

• solid mobile version of the site;

• experienced sales managers;

• a broad product selection;

• their own warehouse;

• fast delivery;

• their own showroom in Kyiv.

After the initial site review, we put together the action plan:

• online store analysis;

• search demand analysis;

• ad campaign setup.

After a quick review of the site, we decided to run a detailed audit of the online store to spot all the critical issues that could hurt the conversion rate.

The critical issues we identified during the detailed analysis were:

• layout errors on the site (button text was misaligned, headings on the mobile version went off-screen, fonts in the cart were too small, oversized text previews above the product listing);

• functionality issues (the "buy in 1 click" form wasn't working, there was an error when ordering two or more products, sorting wasn't working);

• usability recommendations (add delivery and payment info and display the shipping company logo in the listing, add a "buy in 1 click" button to the product listing, add showroom photos, improve product image display on the mobile version of the site).

We wrote up all the fixes and recommendations in a separate document with detailed instructions for the developers, designers, and content managers.

We started by going deep into the store's product range and worked with the client to identify the priority product categories for advertising.

One of those categories was car wheel caps, which were represented by three brands.

We took a highly detailed approach to keyword research for the search ads, preparing keywords across the following types:

• by wheel diameter;

• by brands;

• by car makes.

We planned the ad account architecture based on the gathered search queries:

This approach to structuring the ad account is useful because it lets us:

• quickly navigate the ad campaigns;

• make targeted adjustments on the fly;

• easily track the performance of individual campaigns / ad groups;

• scale the account without getting lost in its structure.

While setting up and launching the campaigns, we did the following work:

• created and configured search ad campaigns with all the necessary settings in place;

• created ad groups within each campaign, splitting them according to the search query clusters;

• added keywords in phrase match;

• worked through negative keywords and built lists;

• hooked up site audience collection for remarketing campaigns;

• set up conversion tracking;

• connected Google Merchant Center.

Our work delivered a high ROAS and a steady flow of sales through the ad channel.

For the next stages of the partnership, we've planned the following work:

• launching dynamic remarketing;

• launching Gmail remarketing;

• improving the performance of product campaigns;

• launching remarketing with promotional offers.