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INCREASING ECOMMERCE REVENUE BY TEN TIMES – A CASE STUDY

Digital Marketing Service for Gofiltr by BM Consulting

INCREASING ECOMMERCE REVENUE BY TEN TIMES - A CASE STUDY

About The Client

GoFiltr is a California based company that was developed with the intention of offering an ultimate hydration experience to the people. The founding members of this company were aware of the fact that most of the bottled alkaline water was prepared without any scientific knowledge of alkaline water and its effects on the human body.

GoFiltr’s range of alkaline infusers helps you to prepare all-natural, anti-oxidant, mineral alkaline water with electrolytes in minutes. GoFiltr Alkaline is compatible with most reusable water bottles and lasts very long as you can just refill the bottle instead of buying a new one from the market. GoFiltr Alkaline is an ideal way to infuse your water with vital minerals and electrolytes and increase its pH up to 9.5 in minutes.

Why Did The Client Choose Us?

In the initial stages, GoFiltr had to compete against well-established competitors in the market who sold bottled alkaline water. The client was advertising the product through shopping ads but failed to reach the expected sales figure due to high ACoS.

BM Consulting took up this challenge and designed strategies to bring down the ACoS and thereby improve the performance of the shopping ads. BM Consulting started working with them from December 2019 and since then the client’s sales charts have seen an upward trend.

Past Data Research Proved To Be Helpful

The client had already been running Shopping Ads, which meant we had a lot of data to explore and study in order to come up with new strategies. Our team spent a good amount of time in studying this historical data which later helped us to experiment with different bidding strategies.

The below graph offers a glimpse of the client’s performance before they started working with us. As you can see, the cost was very high ($2874.07) as compared to the revenue generated ($1331.22) in the period from Dec 2018 to March 2019.

Past Data Research

Implemented Multiple Strategies To Find The Most Productive One

The conversion rate was very low as compared to the advertisement cost when we started working with GoFiltr, hence we needed to take immediate measures to improve overall account performance in the long run. Our team performed detailed research of the target demographic in order to understand their buying patterns and perform keyword research. We tried multiple Google Ads Bidding Strategies that allowed us to zero in on the one that gave great results.

During the period between Dec 19 to Mar 2020, we succeeded in bringing down the ACoS from 215.90% to 30% and increased the ROAS by 10X. We did this by utilizing a manual bidding strategy and introducing a Smart Shopping campaign. We also created a Brand Search Campaign to push sales further.

Strategies for Adwords

It is clearly seen from the above graph that sales increased during the period from Dec 2019 to Mar 2020. In this period, the total revenue generated was $13390 against a cost of $4016.87.

During the campaign, we continued to monitor and optimize the campaigns, created new campaign types and kept checking on negative keywords to control irrelevant traffic and prevent wasted spend. Google Smart Shopping also gave us an opportunity to reach a larger audience and convert them into potential customers.

We Delivered Exceptional Performance Even During The Pandemic

The client decided to limit the daily budget from April 2020 due to the COVID-19 pandemic. Due to this constraint, we had to pause some campaigns which were costing more, while in shopping campaigns we disabled a few low-performing products. In spite of such conditions, the remaining campaigns performed exceptionally well and delivered great results, which can be seen from the graph below.

Adwords Performance During The Pandemic
Before:
Date Range – Apr 2019 – Aug 31 2019
Cost – $3339.05
Revenue – $3662.13

Adwords Performance During The Pandemic
After:
Date Range – Apr 2020 – Aug 31 2020
Cost – $1678.64
Revenue – $9795.14

 

BM Consulting Gets Results

It is to be noted that our digital marketing experts were able to accomplish this type of success by being dedicated to GoFiltr long enough to continuously monitor and test their advertisement campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of GoFiltr in a very short time frame. Our expert team of digital marketing experts helps big as well as small companies to boost their sales and connect them with their ideal customers.

For any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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Google Shopping Campaign Basics and Essentials

History and Introduction

The concept of Google Shopping was founded and introduced by Craig Nevill-Manning in 2002 as ‘Froogle’ that comprises a service which allows the Internet users to find products online and compare their prices. Google Shopping witnessed its journey by different names like Froogle, Google Product and Google Product Search respectively. Google Shopping exploits latest technologies to promote the business of merchants by finding the right audience for their products.

Getting Started with Google Shopping

You must have noticed that when you search for a certain product in Google, it displays some advertisements matching your search query in either the search engine result page or in a shopping tab.

For example, if a user types ‘buy red earrings’ in Google search bar, then some sponsored ads appear in the search results as shown below, this is nothing but a result of the Google Shopping campaign. As you can see here, each advertisement contains a relevant title, price and image which are exactly meeting the user requirement.

In this way, Google Shopping boosts the chances of visibility of your products among the online users. As nothing worth comes free, to avail this service i.e. to get your product ranked in search results, you have to pay to the Google. When a user clicks on your product he/she gets navigated to the relevant landing page of merchant website. In this way, a chance of getting sales through Google Shopping significantly increases.

 

Backbone of Google Shopping

Google Merchant Center and Google AdWords form the backbone of Google Shopping. Let’s discuss them in brief.

  • Google Merchant Center – Google Merchant Center provides a platform where merchant feed their store details and SKU details (or in simple words – product details). It contains a list of all the products that an online store contains. The format of this list can be textual or in XML. Each product contains some values or attributes that describe how the product exactly is. Some of these values or attributes are size, color, available quantity, price, product identifiers (EAN/ISBN), etc. Some of these attributes are compulsory whereas some are optional. If the description doesn’t match the product or is irrelevant in any way, then the product may not locate in the Google search results, which is nothing but a loss for the business.

 

  • Google AdWords

Google AdWords is an online advertisement service which allows merchants to create advertisement campaigns. Through advertisement campaigns, the merchants can choose their budget, bids, location, schedule, etc. It is mandatory to have a Google AdWords account to run a campaign for Google Shopping.

 

Steps to Create Google Shopping Campaign

Firstly, you need to have an online e-commerce website upon which your customer will be redirected once they click on the advertisement. Secondly, you have to set up a Google Merchant account as well as a Google AdWords account, and then you will be linking both of them with each other. Let’s take a closer look at the steps to do this.

  • Go to google.com/merchants and create a Google Merchant Center account. If you already have a Google AdWords account then go to Tools section and select Merchant Center, and here you can create a Google Merchant Center account. During account creation you will be asked to fill in the required fields like business location, store name, website and contact details.

 

By default, Google follows one store – one merchant account format. However, if you want to add multiple merchant accounts to a single Google account, you need to contact Google and follow a customized procedure to do so. Each merchant account will be given a unique merchant identifier.

 

  • Next, you have to upload the product list (also called as data feed) of all the products available in your online store. This list contains products and their respective attributes as discussed above.
  • Now, it’s time to verify your website with Google Merchant Center. Once this account gets verified, just link this account to your Google AdWords account.
  • Now, this is the time to setup Google Shopping campaign through Google Adwords. Sign in to your Google Adwords account and click on the campaign drop-down menu and choose Shopping from it. You will be asked to set up your campaign by entering the details like – a campaign name, merchant identifier ID, country of sale, and target locations.

 

  • Now, create an Adgroup that will consist of all the products that you wish to display in advertisements. You can also setup different Adgroups for different product groups with variable bids depending on your business insights.

 

In this way, your Google Shopping campaign is all set. Moreover, you can edit, manage and measure your campaign’s performance using Google AdWords account.

Google Shopping has potential to significantly boost the CTRs as well as the sales. It allows your brand and products to grab focus of a wide set of audience, and consequently better business opportunities. For further assistance on Google AdWords, Google Merchant Center or Google Shopping, please feel free to contact us on info@bmconsulting.in. You may also visit our website www.bmconsulting.in for more information.

 

 

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