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client case study

Outdoors E-Commerce Client

E-Commerce Revenue Growth

rise logo & feedoptimise logo

Growing a client’s ad account from $0 CPC revenue to over $100,000 monthly CPC revenue in 6 months.

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Overview & Purpose

To drive stellar ecommerce growth, it’s a combination of marketing strategy, performance driven marketing execution, and working with a partner who can optimize a product feed to maximize revenue. 

In this joint effort, Rise Marketing Group, who led the marketing strategy, and execution, partnered with Feedoptimise , who powered the feed optimization. 

An e-commerce client in the outdoors industry looking to grow revenue and brand recognition online and in two physical retail stores in the US. The client did not have any digital ad campaigns prior to partnering with Rise Marketing Group. At the end of the campaigns, 10 months after launch, the client had gone from sporadic online revenue to an average of over $80,000 in CPC revenue at a ROAS of $8.2 from Jan to July 2022.

Metrics Overview - 2022

  • Total Revenue: $1,016,711

  • Direct CPC Revenue*: $570,366

  • Ad Spend: $69,069.99

  • PC ROAS: $8.36

Feedoptimise Optimisation Rules

  • Creation of dynamic custom labels enabling more gradual campaign segmentation.
    • Category breakdown
    • Price breakdown
  • GTIN validations
  • MPN failovers
  • Title optimisation by:
    • Making sure brand is being prepended IF not already there.
    • Making sure variant specific attributes such as color and size are appended to titles.
  • Making sure variant specific image is being selected.
  • Making sure variant specific URL is being used.
  • Keeping all in sync between website and Merchant Center.
  • Stripping out HTML and decoding HTML entities in descriptions.
  • Gender detection
  • Making sure descriptions are correctly truncated at the max permissible length.
  • Keeping shipping costs in sync with Shopify by direct API imports.
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Key Actions by the Client

  • Aggressive growth strategy
  • Focus on customer satisfaction
    • Responding to reviews on Google Business profiles.
    • Answering questions on Google Business profiles.
  • Migrating their website to Shopify in June 2022.

Key Strategies

  • To drive online revenue:
    • Smart Shopping campaigns segmented by retail brands.
    • Use of Feedoptimise, a service that optimizes product feeds for Google Ads. Optimized Feed started in April 2022.
    • Migrated Smart Shopping campaigns to Performance Max campaigns using Google’s upgrade tool in July.
    • Client’s flexibility with the ad spend budget. The client told us in Q1 2022 that as long as the ROAS was staying strong, we could increase the monthly ad spend up to $10,000-$15,000.
    • Linking Google products – Analytics, Ads, Merchant Center, and all business profiles for retail stores.
  • To drive store visits and awareness for new retail stores:
    • Local campaigns
    • Search campaigns for high intent keywords, targeting users in the same city as the new store.
a performance outcomes graph

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