Crystal Parade

Crystal Parade - (Google Ads)

Find out how One PPC helped Crystal Parade grow become a million sales per year! Achieved a 500% ROAS

Ad Spend

Grew annual advertising budget from 1ok to over 1 Million

Conversion Rate

Increased online conversion rate to over 1% for high-value products

Sales

Increased sales from a few hundred thousand to over millions

Back Story

Crystal Parade was a start-up e-commerce company selling Swarovski crystals online with most sales from organic SEO. Google Ads was also used but the return on ad spend was unprofitable.

Crystal Parade is a one-stop-shop for crystal and craft supplies.

If you’re a fan of Swarovski Crystals, Crystallized Swarovski Elements and Preciosa Crystals and Chandelier Crystals, you’re in the right place! Crystal Parade provides all the latest Diamante and Rhinestone crystal supplies you need!

Goals

Sell as much as possible with a profit target of 700% return on ad spend(ROAS). Most sales were from organic SEO or online shopping platforms like Amazon and Ebay.. For Google Ads, most of the traffic was from Search Text Ads campaigns, but were below the target ROAS (Return on Ad Spend) and therefore not profitable.

The primary goal was to increase sales with a target ROAS of 400% and to get the highest volume of sales at the required profit target.

Following our initial review and analysis, we identified several main challenges:

Google Ads was running but getting very few conversions even though many of the products were being advertised.
Recording the sales revenue of conversions were not working, and the cart vendor had limited documentation on setting up the sales tracking code which requires tokens instead of standard hard coding.
As with any start-up we needed to make sure we got results as quickly as possible.

Solution

Google Ads

We began with keyword research by reviewing the website product attributes, as well as the Google Search Terms report and Research Tool. We then planned the overall account and campaigns structure along with the settings to be used. We set up standard Search campaigns for each product category – adding up to thousands of keywords. Having got these new campaigns up and running using standard text ads, Crystal Parade now generated an average ROAS over 600%.

In order to get Google Shopping running smoothly, we created a data feed using our own in-house tool. Products were organised into categories based on searches made, as well as the defined categories on the website. By editing the Shopping Cart product fields, we could change the product titles and descriptions to ensure the Shopping Data feed was optimised.

We used a range of bidding strategies to achieve the highest volume of profitable sales. Both manual and automated bidding such as target CPA and ROAS were thoroughly tested. We also used an in-house Google Ads script with bidding rules for achieving a target ROAS.

Keyword Match Type: We implemented the best mix of volume and quality traffic across the selected keyword list.

Negative Keywords: Setup a single list with negatives using single word broad match negatives and phrases and exact match negatives.

Ad Testing: We tested initial hypotheses with other ideas. Parts of the business offer were also tested to learn which areas prospects found most appealing.

Campaign Settings: We started off with some best practice settings and tested new options as they became available.

Google Display Network

In addition to Google Display Dynamic remarketing, we are also using other targeting options across the Display Network to vastly increase impressions and traffic, while achieving a direct response sales target. We enormously increased impressions across the internet by millions per month using Google’s Display Network growing brand awareness and recall.

After seeing significant success from the Search Network campaigns, Inscripture was keen to explore Google Display Advertising in more detail. The goal was to grow brand awareness with a much larger audience than just the Search traffic, and to achieve ROAS of 700%.

To build a complete sales funnel we needed to set up campaigns that targeted cold traffic, as well as warm and hot traffic. If we could reach people at all stages of the marketing funnel we could grow sales much faster than just using Google Search. We set up campaigns at different stages of the funnel such as:

Website Remarketing: We created a remarketing funnel with recent short-term traffic, as well as a separate campaign for long term traffic up to 540 days.

In-Market Audiences: We targeted audiences with interests such as garden furniture and outdoor living which increased impressions and reach into the millions very quickly. Over time the campaigns improved continuously and exceeded the required ROAS.

Similar Audiences: We set up an audience that is most similar to conversion tracking purchasers then ran ads across the Display Network. Dynamic vs static ads were tested and compared in practice.

Results

Since working with Crystal Parade we have:

Increased Google advertising sales from around £100 per day to over £2000 per day within 4 months.
Scaled ad spend increasing more than 1000% while improving ROAS profits.
Achieved a better ROAS and exceeded the target 6.0.
Implemented sophisticated campaigns strategies and implementations with the range of audience targeting and adverts.
Created a consistent and effective ad creative that focuses on key USP and brand messaging.
Communicating with the client and also internally while managing campaigns.