Challenges:
Despite Superior Hair AU’s long-standing experience, they hit a rough patch with their Google Ads performance. Their main issue? An unsatisfactory return on investment from their advertising campaigns.
Specific problems they faced:
- A disappointing account-wide ROAS of 2.22 over a 30-day period
- ROAS falling significantly short of their break-even point of 5
- PMax assets split by audience signals failed to deliver desired results
- Standard search campaign generating a minimal ROAS of 0.38
- Standard shopping campaign yielding a ROAS of only 1.64
- Overpayment for branded search clicks by a staggering 10x factor
Solutions:
With these challenges in mind, Blue Sense Digital took a hands-on approach to overhaul their Google Ads performance. Our strategy was centred around a deep understanding of the brand’s valuable products and tailoring the campaigns to resonate with their target audience.
Specific actions we took:
- Robust Asset Groups: Developed two robust asset groups dedicated to Superior Hair AU’s two primary product categories: ‘Ready to wear’ and ‘Semi-permanent extensions’
- Audience Signal Stacks: Constructed full audience signal stacks without inter-audience testing, ensuring a laser-focused targeting strategy
- Campaign Reallocation: Paused the underperforming Search and Shopping campaigns, reallocating the budget into the primary PMax campaign for better results
- Bid Strategy Modification: Switched the branded campaign to a Target Impression Share (TIS) bid strategy. This strategic move dropped the average CPC from $1.57 to just $0.15. Even with a slight 20% drop in click volume, ROAS soared from 6.69 to a whopping 261 – a staggering 3,803% increase
Continuous Collaboration: Engaged in regular discussions to pinpoint products within the focused categories that could be paused due to low sales yet significant ad spend, ensuring efficiency