How we sold 125.4% more products using Google Ads
Chateau Du Savon import and sell a wide range of French soap. Running their own Google Ads was proving difficult in this highly competitive market.
1.Challenge
Chateau Du Savon were noticing very little return from their Google Ads.
Whilst French soap is a highly desirable product, generating online sales was proving tricky and Google Ads were providing little return on investment. Chateau Du Savon only sold their products online, so Google Ads weren’t just important for their business – they were essential.
Chateau Du Savon’s pain points
- A competitive market and a tricky online sell – most people usually buy soap from the supermarket.
- Running the ads themselves was taking up lots of time and generating very little ROI.
- A lot of their PPC budget was wasted on irrelevant search terms and audience. Tracking also wasn’t set up correctly, so performance couldn’t be monitored.
- Chateau’s Google Merchant Centre wasn’t set up correctly, and most of their Shopify products were not pulling through to Google Shopping.
2.Approach
First, we sorted out the tracking to allow us to monitor the performance and Return on Ad Spend.
With this in place, we could begin to work out how best to spend Chateau Du Savon’s PPC budget to ensure maximum ROI. Within a year, their total sales had increased by 55.5%.
How we transformed Chateau’s PPC
- We spread their budget across Google Search Ads, Google Shopping, and Performance Max for maximum reach and return.
- We restructured the ads to be highly targeted to specific audiences, and removed the ads that produced little return.
- We fixed the issue of products not pulling into Google Shopping. This involved registering with a global barcode provider and adding GTIN barcodes to over 200 products.
- We tweaked the ad budget around specific seasons to ensure maximum impact – Valentine’s Day and Christmas are the busiest periods in the soap market.
3.Results
Annual turnover and online soap sales through the roof.
Once the ads were restructured and set up correctly, their performance improved right away. Sales for the year via Google Ads alone increased by 55.5% – we sold 125.4% more products than the previous year (when Chateau managed their ads themselves).
All in all, we produced a Return on Ad Spend (ROAS) of 638%. Not bad for selling soap.
With everything set up correctly – ads optimised, all tracking in place, and the client now more educated on Google Ads – Chateau were able to go back to managing the ads themselves with a lot more confidence.
The results are in
- +55.5% total sales
- +125.4% products sold
- 638% return on ad spend (ROAS)
Seasonal campaigns were key to their growth
Soap sales were consistent throughout the year, however, from looking at their data from the previous year we could see that Christmas, Valentine’s Day and Mother’s Day were their busiest periods.
To maximise sales and ROAS for these occasions, we created seasonal ad campaigns pushing the most popular products and categories for that particular time of the year.
