How a growing liquor retailer beat the odds and achieved 18x ROI during the most competitive festive season
About the Company
Our client was an independent family-owned liquor store located in Wyoming, USA. With their Invigorating Tasting Events or intriguing Calendar Gift Offerings for every palate-type imaginable; they have been able to successfully cater to the tastes and needs of every connoisseur.
“The Ads team at Ebizon Digital was able to create an amazing holiday campaign(which is the most competitive time to run a campaign) for our website. We saw a tremendous increase in sales 5-6% ACOS(Around ~20X Return on Adspend) and new clients purchasing.
We are very excited at the prospect of growing our website sales by leveraging Google Ads”
-Owner
158%
Increase in ROI
75%
Increase in Sales
1Mn plus
Unique traffic in 3Months
The Challenge
Our client already had a Google Ad campaign running for its products. But the sales numbers were good but nothing out of the ordinary. They realized if they wanted to grow and thrive in the online liquor market, they needed to do something which they had not been able to achieve before- get more than 10x ROI during the most competitive period (Nov-Jan) but also potentially the most profitable one.
In the 3 months window, they were looking for
- Minimum of a 10-to-1 Return On Ad Spend (ROAS)
- Reduction in current CPC by 20%
- Attract more online traffic
The Solution
Many companies prefer to use guesswork to generate a list of keywords that they “feel” will generate good results.
At AdsCrayon, we prefer to use real data to test assumptions instead.
Before we did any work on the site, we ran a baseline GoogleAds report to establish how the site ranked for various keywords, its customer profile, and other important metrics. That way, we could make sure that the changes we made had an effect (positive or negative).
We also ran a competitive analysis, to see how the current website performed against its top five competitors. This helped us know what keywords to focus on, and where there was room for improvement.
We also verified that statistics tracking and analytics were working properly on the site.
It’s easy to generate traffic to a site. It’s much harder to know what keywords actually generate sales.
We created several small-scale Pay Per Click (PPC) campaigns using Google Ads, and cast a wide net with keywords. What we found were not just keywords that drove increased traffic to the site, but we were able to identify days and timings for which the number of impressions will be highest.
We found that ads that run on Fridays and Saturdays have the highest impressions. After midday, a 6-hour window from 1 pm to 7 pm was also ideal for displaying ads to potential customers.
The Results
One of the misconceptions about Google Ads is that once a campaign is optimized, there’s nothing more that can be done. The continual performance improvements in this campaign prove that even a highly profitable advertising program needs constant tweaking and overhauling in order for its efficiency levels not only to meet but exceed those of competitors!
Compared to the previous year, the 3-month ad campaign showed that
- ROI increased by more than 158%
- CPC went down from 43% to 12%
- 5x more online traffic