"Lace 'em Up" Client
This former client sells shoe laces of various lengths made in several material/color combinations. With the average product price around $6.00, the Google Ad campaigns I created had to be efficient in order to justify the customer acquisition cost.
Overall I was able to keep the average Cost per Conversion under a dollar at $0.99. The average ROI was $4.29 for every dollar spend on Search Campaigns.
Branding Campaigns: From 11/9/17 to 6/30/18, "Lace 'em Up" spent $567.67 on branded keywords for an average daily budget of $2.43. The branding campaign received 10,676 clicks on an average Click-Through-Rate (CTR) of 50.44% at an average CPC of $0.05. Overall, the branding campaign generated $21,201.31 in revenue ($90.60 avg. per day) for an ROI of $37.35 for every dollar spent. The average Cost per Conversion for branded keywords was $0.40.
Overall Results: During the date range, "Lace 'em Up" spent $10,826.52 on non-branded keywords for an average daily budget of $46.27. These campaigns received 25,672 clicks on an average CTR of 4.05% at an average CPC of $0.36. Overall, their non-branded campaigns generated $27,701.86 in revenue ($118.38 avg. per day) for an ROI of $2.56 for every dollar spent. The average Cost per Conversion for non-branded keywords was $1.07.
Once the Search Campaigns were running smoothly, I recommended we create Shopping Campaigns for each of their products. From 5/7/18 - 6/30/17, "Lace 'em Up" spent $2,304.27 on Shopping Campaigns for an average daily spend of $41.90.
The shopping campaigns received 8,987 clicks at an average CPC of $0.22. Overall, the shopping campaigns generated 1,043 conversions at an average cost per conversion of $1.16. Overall, the Shopping Campaigns generated $7,348.24 in revenue ($133.60 avg. per day) for an ROI of $3.19 for every dollar spent.