Background
British firm Lister Shearing Equipment Ltd. makes high-quality sheep shearing, equestrian clippers, and animal grooming goods. The century-old firm makes robust, professional items, including combs, cutters, drives, grinders, handpieces, and kits. The firm holds a Royal Warrant for almost 60 years, demonstrating its commitment to excellence.
Lister Shearing was experiencing a decline in online sales despite previous success. The changing online landscape necessitated a reevaluation of their Google Ads strategy.
Challenge
The key issue that Lister Shearing Equipment Ltd. faced was the growing level of competition in the online market, which caused a decline in their return on ad spend (ROAS). I was tasked with keeping the return on ad spend (ROAS) high (over 300%) while also growing web sales within a monthly budget that was minimal and set in stone.
Proposed Strategies and Recommendations
1. Focus on higher-end products
Higher ticket sales would help accomplish the ROAS objective with fewer conversions.
- Recommendation: Prioritise advertising higher-end products.
- Expected Impact: Higher ticket sales would help accomplish the ROAS objective with fewer clicks and conversions.
2. Remove underperforming products and keywords
Remove ads for items and keywords without conversions to boost campaign efficiency and ROAS.
- Recommendation: Stop advertising products and keywords with no historic conversions.
- Expected Impact: Reduce wasted ad spend and improve the overall campaign efficiency.
3. Optimise campaign structure
Optimise Campaign Structure
- Recommendation: Pause underperforming ad groups under branded searches.
- Expected Impact: Concentrate budget on proven performers, potentially increasing ROAS.
4. Improve targeting
Exclude specific English-speaking locations outside the UK to enhance targeting.
- Recommendation: Exclude certain English-first-speaking nations outside the UK.
- Expected Impact: Reduce wasted ad spend on unwanted clicks, improving ROAS.
5. Strategically reintroduce Google Shopping
Reintroduce Google Shopping campaigns without low-value items to attract high-intent buyers.
- Recommendation: Relaunch Google Shopping campaigns, excluding low-value products.
- Expected Impact: Use shopping advertisements’ visual appeal to attract high-intent customers and target items with higher ROAS.
6. Adjust bidding strategies
Implement ‘Maximise Clicks’ for branded campaigns to increase visibility for high-converting terms.
- Recommendation: Implement ‘Maximise Clicks’ for branded campaigns.
- Expected Impact: Increase visibility for high-converting branded terms, potentially improving ROAS.
7. Regular weekly monitoring and reporting
Encourage weekly monitoring and reporting for data-driven marketing optimisation.
- Recommendation: Conduct weekly monitoring and monthly reporting of key metrics.
- Expected Impact: Enable data-driven campaign optimisation leading to improved return on ad spend (ROAS).
Expected Outcomes
By following these suggestions, Lister Shearing can expect:
- Improved campaign efficiency by allocating budget to higher-performing products and keywords.
- ROAS increased with increasing average order value.
- Reduced expense on non-converting visitors and failing ads.
- Higher visibility for high-intent shoppers with targeted shopping campaigns.
- More informed decision-making through regular performance monitoring.
Achievement Summary
Lister Shearing increased ROAS within budget by using these specific techniques. High-value items, no non-performers, and enhanced targeting made Google Ads more efficient and successful.
Google Ads Experience of Author
I have managed successful Google Ads campaigns for over 20 years and increased ROAS for clients in multiple industries. Martin Booth, currently Head of Sales and Commercial at Lister Shearing Equipment Ltd., who I worked with at WaterCoolersDirect.com, recommended me to Listers.
