47% Increase in Sales and 3x ROAS for A Travel Gear Brand with Ecommerce PPC Management Services

The Client

A Trusted Provider of Durable Travel Essentials

Our client is a luggage and travel gear brand headquartered in the United States. The brand’s products include suitcases, backpacks, travel organizers, and neck pillows. The client maintains a strong presence on Amazon and operates an ecommerce website.

 

Project Requirements

Increase Brand Visibility and Reduce Advertising Costs

As the client expanded its product catalog, it recognized the need to improve online visibility and boost sales through cost-effective strategies. They approached us for ecommerce PPC campaign management with these requirements:

  • Precise keyword research and selection to optimize ads for highly targeted audience segments
  • Creation of compelling and keyword-optimized ad copies to engage target audiences on both Amazon and Google
  • Optimization of Amazon product pages and Google landing pages (including titles, descriptions, images, and CTAs), and product feeds on Google Merchant Center
  • Ongoing optimization and real-time monitoring of bid strategies, campaign budgets, and ad copies to maximize ad efficiency

 

Project Challenges

Identifying PPC Campaign Performance Bottlenecks

The client’s existing PPC campaigns experienced setbacks that limited their effectiveness and conversion potential. To meet the goal of optimized ecommerce PPC campaigns for higher conversions, we needed to address the following:

  • Inefficient Keyword Targeting: The client was targeting broad and irrelevant keywords, which resulted in low-quality traffic to the site. We needed to assemble a team of PPC experts to identify the most relevant keywords while effectively filtering out low-performing terms.
  • Limited Use of Ad Formats: The client wasn’t leveraging ad formats like Performance Max and Sponsored Display, missing opportunities to reach customers across multiple touchpoints. Our team had to develop a multi-format advertising strategy.
  • Seasonal Demand Misalignment: PPC campaigns ran with static strategies throughout the year. As part of our ecommerce advertising services, we had to devise a plan to increase bids and budgets during peak travel booking periods (summer trips, spring break) and holidays (Black Friday, Christmas).
  • Generic Ad Copies: Product descriptions and ad creatives did not highlight unique selling propositions like durability, warranty, or travel-specific features that differentiated the brand. Our experts had to rewrite the product descriptions and ad copies.

Our Solutions

Amazon and Google Ads Optimization for the Luggage Brand

We assigned a dedicated team of four specialists, including PPC strategists, Amazon experts, and ecommerce content specialists. The team worked together to optimize both Google and Amazon advertising channels.

Amazon Ads Optimization

  • Keyword Targeting: Using third-party tools like Helium 10, we identified high-converting keywords and implemented a layered targeting strategy combining exact, phrase, and broad match types.
  • Product Page Refinement: As part of our product page optimization services, Amazon SEO specialists optimized product titles, backend search terms, bullet points, and A+ content to enhance organic ranking and ad relevance. High-quality images and videos were integrated to enhance product presentation.
  • Multi-Format Advertising Strategy: We expanded the client’s advertising mix by deploying Sponsored Products for direct conversions, Sponsored Brands to increase brand awareness, and Sponsored Display to retarget shoppers and cross-sell complementary products.
  • Manual and Dynamic Bid Adjustment: By utilizing the “Adjust Bids by Placement” feature, we manually increased bids for high-converting placements, including Top of Search and Product Pages. Using dynamic bidding strategies, we enabled Amazon’s algorithm to automatically adjust bids in real time based on the likelihood of conversion.
  • Reporting and Analysis: Our team continuously monitored campaign performance metrics, including ACOS, ROAS, and CTR, enabling informed manual bid refinements and budget reallocations to maintain competitive positioning.

Google Ads Optimization

  • Keyword Research: Utilizing the Google Keyword Planner and search terms reports, we grouped similar keywords, focusing on exact match and phrase match, to improve relevance and quality score. We actively implemented negative keyword lists to filter out irrelevant traffic and reduce wasted spend.
  • Responsive Search Ads Creation: Our copywriters created multiple RSAs, each with 15 headlines and 4 descriptions, allowing Google’s machine-learning algorithm to optimize ad combinations after testing multiple variations.
  • Performance Max Campaign Implementation: We launched Performance Max campaigns around specific product categories by creating ads with high-quality product images, videos, and compelling ad copy.
  • Landing Page Optimization: Working closely with the client’s web development team, we optimized landing pages for faster load times, clear CTAs, and mobile responsiveness. We also implemented A/B testing on headlines and product descriptions to enhance conversion rates.
  • Google Merchant Center Optimization: We enhanced the client's product feed by crafting keyword-rich titles and including essential attributes, such as Global Trade Item Number (GTINs), to ensure that Google assigns the correct product category. We further resolved feed errors and implemented Merchant Promotions to increase product visibility.
  • Bid and Budget Optimization: Leveraging Google Ads’ Smart Bidding strategies, such as Target ROAS and Maximize conversions, we dynamically adjusted bids based on device, location, ad scheduling, and audience segments. To capitalize on peak travel seasons and key shopping periods, our team manually adjusted bids and budgets across campaigns.
  • Ongoing Performance Analysis: Our PPC experts monitored key metrics (CTR, CPC, conversion rate, and impressions) using Google Analytics. We also conducted weekly performance reviews to make campaign adjustments and reallocate budgets.

Project Outcomes

3X

increase in ROAS with Google and Amazon PPC management services

35%

increased click-through rate through A/B testing on ad copies and implementation of responsive search ads

20%

reduction in cost-per-click through effective bidding strategies and negative keyword management

47%

growth in sales driven by higher conversion rates from Google Ads campaigns

Tired of Wasting Budget on Ads That Don’t Deliver Results?

Schedule a free consultation to learn how our proven ecommerce PPC management services can transform your ROI. Email us at info@data4ecom.com.

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