Setup & strategy
We started by setting up the Danish account, focusing on lowering cost per conversion and raising ROAS. The low season over the summer is especially challenging, so budgets and bids are kept low to secure a positive ROAS above 6x. The winter season, on the other hand, is about scaling the campaigns by gradually raising budgets as conversion volume grows, while keeping a ROAS of at least 6x as revenue increases.
Ongoing optimisation
We continuously removed irrelevant search terms and found new relevant searches that also generated sales. In Google Shopping and Performance Max we focused mainly on the top-selling products that drive most of the revenue, while other sheepskins and subcategories received a smaller budget. This secured both good sales volume and a healthy ROAS.
Once the Danish account was running at a stable ROAS, we rolled out exactly the same setup to Norway and Sweden – and in 2020 we set a record, with revenue in Norway alone growing 4x in the first winter quarter. We always automate as much as possible using Google’s smart algorithms, continuously adjusting ROAS and CPA targets while focusing on ad quality and ongoing website advice.
“Over the past three years our company has grown from a small garage business into the largest Scandinavian company in its industry, but our marketing costs also rose to a level the company couldn’t sustain. Then we found The Online Gurus, who optimised our Google Ads, and our marketing costs dropped significantly. Our ROAS has risen from 4x to 20x. I warmly recommend them.” – Hubert Andrzejewski, Ægtelammeskind.dk
