Situation:

Nuheara had been spending six figures on Google Paid Ads (Search, Display and Shopping) search and when I arrived their blended Google Ads ROAS was .94. This was across the APAC, US and EU markets combined. I was skeptical about Google Display before even looking at the numbers but the rational given to me was that the traffic is so cheap that we were likely getting email subscriptions from the traffic and almost 20% of sales did come from email campaigns (more to come on email in another case study).

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Task:

Break out the data by tactic and by country to understand where the inefficiencies were in Google Ads.

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Action:

• Merge data from Google Analytics, Rockerbox and AdWords to create a fully transparent view of campaign performance.

• Review the campaign set-up for each tactic (i.e are they or not set up for Enhanced Conversion Campaigns)

• Pause tactics that were underperforming and re-allocate.

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Results:

• It was determined that Google Display across all countries was yielding no conversions and yet it represented 20-30% of AdWords spend. Both click and view conversions were analyzed.

• Furthermore, no leads were generated across any country from Google Display ads.

• Aside from pausing a few countries entirely (they were <5% of total spend combined) we paused Google Display and paused Google Shopping for all but two countries (UK and AU).

• Within 4 weeks ROAS from Google Ads improved to 1.34, a 40% lift.