How an Automotive Accessories OEM got 17 X ROI through Google Adwords

Automotive Accessories Case Study - Google Adwords

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Our Client manufactures and sells the world’s smartest gear for vehicle-based adventures.

Their roof racks, water tanks, tents, awnings, drawer systems, and camping accessories are enjoyed, used and abused around the world by casual campers, the U.N., overlanders, NGOs, outdoor enthusiasts, and extreme athletes.

The company’s goal has always been to maintain digital marketing efficiency while driving online sales. So we set out to decrease the cost of conversion by optimising search campaigns while getting more transactions on their website without increasing budgets.

Here we explore how our client has markedly improved the profitability of its Adwords account.

Challenge

The main trigger (that lead them to us) was when their key competition began advertising on AdWords with increased budgets for their relatively low priced products, our client began experiencing lower ad positions and higher competition for key search phrases.

Their adwords ROI was then just 2 times of adspend (so for every 100 $ adspend they were just selling worth 200$ products).

With an average product profit of ~30$, they were actually bleeding.

Clearly they were losing out on their potential customers and thus we were posed with a challenge to:

  • Bring down the Ad Spend/Total Conversion value to at least 20% (20/100).
  • Get a minimum of 5-7 times ROI through Google Adwords

Approach

After a thorough analysis of the user behaviour on client’s site, we started off by realigning their campaigns as per the user searches and their product categories(a brief overview of the same is as shown below):

Here is a complete list of activities we performed:

SnoTaskDescription
1Restructuring campaign
(Structuring good Google Ads)
Created different campaigns as per Product categories such as :
  • Load bars

  • Rack accessories etc

  • Within them, we created different Ad groups for different product types such as different types of load bars In each of the ad groups, we made Ad copies for different categories of product

  • To gain more online visibility we created different campaigns such as search Display and Shopping.
  • 2Right PPC Keywords
  • Created a list of keywords specific for each product such as rack accessories, camping, load bars and much more

  • Used Broad match modifier to cater to people searching through part name/function type/car model
  • 3Scrubbing Negative Terms
  • Added Negative Keywords to avoid irrelevant traffic on the client’s website.

  • This mainly included terms such as cheap interior racks, low-quality battery etc.
  • 4Bidding StrategyActivated Maximise Clicks AdWords Smart Bidding strategy.By changing the bid strategy to Maximise Clicks, the algorithm provided us with more conversions and a stable cost per conversion with less human effort.
    5ExtensionsTo highlight the benefits of our client’s products in more detail such as
  • 6 months Warranty

  • Free shipping etc
  • 6Goals set upDefined goals for user actions like
  • Add to cart

  • Checkout

  • Subscription to Newsletter

  • Contact us

  • Add to wishlist


  • This helped us to track the user engagement level in case of different product categories and identify the areas where more focus needed to be laid on.

    Below is a quick comparison of the Goals completion for the period March’17-Oct’17 (when our client was handling Adwords on their own) and Nov’18-Jun’18(This is when we took over their Adwords account):

    Red Line: March’17-Oct’17

    Blue Line: Nov’17-Jun’18

    Results

    1. In a month, we were able to drive revenue of $123,500 with an Ad Spend of approximately $7181
    We started off doing Google Adwords for our client in Nov’17 and within a few months, they experienced a remarkable 17 times return on their investment on Google Adwords.

    2.CPC reduced rom $0.88 to $0.32

    3. Monthly impressions increased from 692K to 1.5M

    4. Percentage of Ad Spend/total conversion value reduced to 5.3%

    High-quality day-to-day optimization is certainly the key to the success of effective online advertising campaigns.

    Our team used to monitor the campaigns on a regular basis and adopt different strategies based on competition to make sure we don’t lose out on any potential customer. Clearly, the results were beyond our client’s expectations and totally worth the effort we had put in.

    *Planning to run Adwords for your automotive aftermarket products website? We’ll be happy to give you a free report on how to go about it gaining the maximum ROI. For more information, please contact vibhav.gaur@ebizontek.com

    Automotive Aftermarket Solutions Case Studies Digital Marketing E-commerce E-commerce & Retail
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