A 280% increase in ROAS for WDS Components

The Challenge:

WDS Components encountered several challenges in the highly competitive industrial components market:

Relying Purely on Search Advertising:
The company primarily relied on search advertising, which typically targets high-funnel users. While search advertising can be effective, it tends to be expensive due to the rising cost of Cost-Per-Click (CPC) rates.

Low ROAS and High CPA:
The historical reliance on search advertising resulted in low Return on Ad Spend (ROAS) and high Cost Per Acquisition (CPA), which adversely affected profitability.

Lack of Google Shopping Feed:
WDS Components lacked a Google Shopping feed, a critical component for showcasing their extensive product range efficiently.

Optimisation:

The ongoing optimisation of both the Google Shopping and Performance Max campaigns was essential for WDS Components’ success. Key optimisation strategies included:

Audience Targeting:
We leveraged audience targeting to reach users who were more likely to convert. Custom audiences relevant to the industrial and construction sector were created to ensure the ads reached highly qualified prospects who were in-market and ready to purchase.

Keyword Optimisation:
Fine-tuning keywords to focus on high-intent, relevant search queries was crucial in driving more qualified traffic to the website.

Bid Management:
Regular bid adjustments based on performance data helped allocate the budget efficiently and improve ROAS at each stage of the funnel.
Ad Copy Optimisation: Crafting compelling ad copy and conducting A/B testing to enhance click-through rates.

Negative Keyword Management:
Identifying and excluding irrelevant keywords to reduce wasted ad spend.