In 90 days, Captured $60.5K For the Struggling Ecommerce Wing of Myuz Artistry

Situation

Myuz Artistry, an e-commerce brand specializing in unique cosmetic products, faced a significant challenge in achieving a return on ad spend (ROAS) greater than 5.0 from their Google Shopping campaigns i.e. For every $1 spent, they wanted a corresponding $5 in sales revenue.

Their existing campaigns struggled to deliver profitable conversions, necessitating a comprehensive strategy overhaul to enhance performance.

Task

To surpass the ROAS target while maximizing conversion value, it was essential to identify untapped opportunities in audience targeting and optimize product data feeds for better alignment with relevant search queries.

Action

We took a two-pronged approach to address the challenge:

1. Audience Targeting Enhancement:
   • Conducted research to identify 55 highly relevant websites within the art and design niche.
   • Built custom intent audiences in Google Ads using these websites to refine targeting for Shopping campaigns.
2. Feed Optimization:
   • Utilized feed rules in Google Merchant Center to enhance product data quality by:
     • Adjusting product titles to include high-performing search terms.
     • Embedding GTINs for improved product match accuracy.
     • Setting up granular Google Product Category identifiers across primary and supplementary feeds.

These measures ensured that the product listings were more closely aligned with major search terms, increasing their visibility and relevance to potential buyers.

Result

Between January and May 2023, the revamped strategy delivered outstanding outcomes:

• Conversions: Achieved 583 conversions, far exceeding previous performance benchmarks.
• ROAS: Recorded a remarkable ROAS of 12.35, more than doubling the initial target.
• Revenue Impact: Generated $60,000 in conversion value, establishing Myuz Artistry’s campaigns as a significant revenue driver.