{"id":10025,"date":"2022-05-31T12:50:44","date_gmt":"2022-05-31T12:50:44","guid":{"rendered":"https:\/\/www.digitalnrg.co.uk\/?post_type=case_studies&p=10025"},"modified":"2023-11-24T11:50:08","modified_gmt":"2023-11-24T11:50:08","slug":"engrave-it-online","status":"publish","type":"case_studies","link":"https:\/\/www.digitalnrg.co.uk\/case-studies\/engrave-it-online\/","title":{"rendered":"Engrave It Online"},"content":{"rendered":"
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Engrave It Online<\/h1>\n<\/div><\/div><\/div><\/div><\/div>
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Engrave It Online are an eCommerce business based in our hometown of Bristol that focus on engraving and personalisation. They stock 887 products ranging from keychains and jewellery to trophies and awards.<\/span><\/p>\n

Working alongside DNRG\u2019s PPC<\/a> team, they are now experiencing their highest ever Return On Investment! <\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

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\"Engrave<\/div><\/div><\/div><\/div><\/div>
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challenge.<\/p>\n<\/div><\/div>

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The team at Engrave It Online came to us after feeling frustrated by the steady decline in momentum from their previous agency, with a Return On Ad Spend of ~400%.<\/span><\/p>\n

They set us the challenge of bringing their ROAS above 500% in the first three months of onboarding. On gaining access to the Google Merchant Centre we encountered +10% of products with disapprovals or warnings which we quickly realised would limit their visibility on the Google market. <\/span><\/p>\n

Read below to find out how we managed to smash through our target and get their ROAS soaring again.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>

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solution.<\/p>\n<\/div><\/div>

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To begin with, it was necessary to conduct a large \u2018spring clean\u2019, working through their feed to limit the warnings and disapprovals for Google. We dealt directly with the feed plugin on the website to eradicate any issues at the source whilst also creating a series of supplementary feeds to overwrite the primary feed data (because, <\/span>hey<\/span><\/i>, not every website is built to honour Google Shopping\u2019s ideal content, quality standards and labelling).<\/span><\/p>\n

Once we had a nice and tidy house (feed), we then started the \u201creal\u201d work in the Google Ads account; how could we get the best performance from the product feed?\u00a0<\/span><\/p>\n

The structure of the account when we first onboarded was to break down the products by price point (i.e. under < \u00a37.50 retail price vs. +\u00a37.50 retail price). We flagged to the client that we wanted to take this a step further,\u00a0<\/span><\/p>\n

Let\u2019s not work to a price point\u2026 Let\u2019s work to margin. From what products does your business make the best Net Profit?\u00a0<\/span><\/p>\n

Building out a \u201chigh margin\u201d campaign, we\u2019re able to ring-fence and push more Ads spend through this product set.\u00a0<\/span><\/p>\n

We set the Target ROAS on the Smart Bidding slightly lower in order to achieve more sales (because remember; Engrave It Online makes more money from the sale!). We\u2019ve incorporated the business strategy into the Google Ads strategy; moving away from a one-dimensional approach in applying Return On Ad Spend targets based on the Google Ads\/Merchant Centre alone.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

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