Increasing ROAS by 22% and revenue by 19%
Bambusliebe is a German brand that offers eco-friendly hygiene products made from bamboo. They reached out to Growf after their previous agency failed to deliver the desired results. Their goal was to achieve a 4 ROAS on Google Ads, but they were only seeing under a 2 ROAS at that time. The focus of this project was solely on Google Ads, which included a mix of Standard Shopping, Performance Max, and Search campaigns. Growf's strategy encompassed all these campaign types but utilized different segmentation. They also implemented remarketing, testing both YouTube and Display before committing to Display remarketing. The primary driver of conversions was the Performance Max campaigns, which included separate campaigns for higher and lower ROAS. The higher ROAS campaign focused on the top-performing products, while the remaining products were organized in the lower ROAS campaign. This approach was based on the 80:20 rule, optimizing product segmentation for their potential ROAS, as Pmax's target ROAS applies only to the campaign level rather than individual asset groups. Search campaigns targeted the brand name and branded product searches to minimize conversions linked to the brand within the main Performance Max campaigns. Additionally, efforts were made to enhance the Merchant Center. With only 70 products, this task was manageable. They utilized a CSS to acquire clicks at 20% lower cost and added reviews to their Google listings, significantly boosting their CTR compared to competitors. Under Growf's management, Bambusliebe's Google Ads account showed monthly improvements, and before being acquired by another company, they achieved a 22% increase in ROAS and a 19% increase in revenue while maintaining their budget.