How We Doubled Revenue in Two Months by Switching From Performance Max to Standard Shopping

Carmen Lee, our Senior Client Manager, shares how we doubled a client's revenue in just two months by transitioning from Google Ads Performance Max to Standard Shopping.

By switching to Standard Shopping, not only did it double the revenue, but it also increased the Media Efficiency Ratio (MER). They also gained more control over budget allocation and overall campaign optimization. Additionally, they differentiated themselves from competitors, attracting customers with lower-priced items who ended up purchasing full-priced products as well. Listen to this episode to learn how these strategic changes led to a significant increase in revenue and return on ad spend (ROAS) within a short timeframe.

#googleads #digitalmarketing #googleadsbestpractices #ppc

Carmen: 00:00:11

Hi, everyone.

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My name is Carmen.

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I am a senior client

manager here at Solutions 8.

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And today I wanted to share with you

the strategy that we used to move from

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: 00:00:21

performance max to standard shopping

campaigns and how that doubled our

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client's revenue in just under two months.

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it.

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Just to give you a bit of context

in terms of our client, they

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sell pushchairs or strollers,

buggies for infants or toddlers.

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in the UK market.

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It is a very competitive market

because there are a lot of retailers

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who sell the exact same product.

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We were running a performance max

campaign for them in: 2023

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performance max campaigns, there

is, very little control in terms of

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how we can optimize the campaign.

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So at the end of November 2023, we

decided to switch over for Performance

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Max campaigns to Standard Shopping.

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these are the different product

categories that we broke out the

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Standard Shopping campaigns into.

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This gives us better control over

the search terms because now each one

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of these Standard Shopping campaigns

have their own unique search terms.

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we can also control the budget

that's being allocated to

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each one of these products.

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So sometimes the client will tell

us, hey, we actually have a lot of

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stock for this particular product.

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Can you help us increase the budget for

this particular set of shopping campaign?

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With the Performance Max campaign,

we were never able to do that.

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that's one additional thing that we

were able to have more control over.

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So it took around two months for

the campaigns to really pick up.

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So we made the change again in

November,: 2023

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31st, we spent 5, 500 approximately,

and the revenue was 27, 000.

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divided by the five five,

zero zero, is already a 4.

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92.

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Previously this client we've been really

just seeing the MER at around a 3 to 4x.

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The client's goal is to hit a 5.

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5x MER overall.

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So with the switch from the performance

max campaign to standard shopping,

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we already saw an improvement in

just the first month of December.

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what really happened was in January, as

the Standard Shopping campaigns started to

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learn more, we doubled the revenue here.

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108 percent compared to December.

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So we doubled the revenue and

also the MERF of the campaigns.

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56, 000 here divided by,

again, the same time frame.

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is divided by 7.

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48, which is the cost of our ad spend.

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And this client is not

doing any other, marketing.

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It's just Google ads for paid media

and overall marketing strategy.

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So hit a 7.

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5 on Google, 7.

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5 Mer overall.

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So doubled the revenue for the client.

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And also was hitting a 7.

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5 MER since we switched over from doing

a performance max campaign to standard

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shopping campaigns, breaking it out

into individual product categories,

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having more control over the spend, the

search terms that were coming through.

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we not only switched over for

performance max to center shopping,

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but we also decided to focus on one

key thing that helps differentiate

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the client from competitors.

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as I mentioned, this client is a retailer

for push chairs and strollers for infants.

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There's not much differentiation between

the different competitors that are in

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the landscape, but what's different?

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about what our client offers is that

they offer refurbished products.

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So refurbished products are

those products that, come back.

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So people, clients return, customers

return them to my client and the client

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can then discount the product itself and

sell it at a lower, lower price point.

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there's really not much

differentiation between the

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different retailers selling it.

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Seeing in the standard shopping campaigns

when someone searches up this product

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and seeing that, hey, there's this one

particular product that is much cheaper

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compared to others, it doesn't matter

that it's a refurbished product, because

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people are going to be interested.

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they'll click into it and potentially

purchase another product that could be

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even a full price product on Amazon.

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inside of the website

after they've made it in.

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But the fact is that we were able to

get them into our website, and then

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they started checking out our website,

and potentially didn't just buy the

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refurbished product, but actually

went on to buy a full priced item.

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in this example here,

the product here was 945.

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So that's what attracted them

and it's a refurbished product.

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That's what attracted the

people to click onto the ad.

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But once they came onto the

site, they didn't actually

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just purchase this product.

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They actually went and

purchased a full priced item.

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This is the value per conversion,

once they came to our site, they

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saw the refurbished product.

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They're like, okay, cool.

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And then they ventured around and

they ended up in the end, purchasing a

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different product, a full price item.

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This is one example.

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Another example right here is again.

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People clicked onto the refurbished

campaign, saw the cheaper refurbished

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product, and then when they came onto

our site, they didn't purchase the

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refurbished product, they actually

went on to buy the full price item.

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the refurbished standard shopping

campaign is a really great strategy

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that, We've utilized for this client

to have a differentiation compared

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to our competitors where there's not

much, competitive advantage that can

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be seen just by showing the product.

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So price differentiation was a

great factor for us to have that

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leverage compared to other retailers.

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these are the two strategies

that we used for our client.

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First, switching over from performance

max to center shopping campaigns, and

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then also figuring out the one key factor

that gave a competitive advantage to our

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client that helped them to double their

revenue and also increase their MER.

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In just two months.

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Hope this was helpful.

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let me know in the comments if there's

any questions and happy to jump into it.

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Thank you.

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