Our client, a leading eCommerce reseller had high targets for their November sales. We've managed their Google Ads account last November, which was already a record breaking holiday season for them. This year, we needed to surpass our past performance and hit a very ambitious goal. Our budget was healthy but limited, and we had to make every penny work hard in the account.
Budget pacing was also challenging as we could easily overspend towards the end of the month.
Our client was planning a series of holiday promotions that on different dates throughout the month. This included discounts, bundles and product launches. Having mapped out the month, we decided to set up a series of dedicated campaigns on multiple Google owned channels including Performance Max, Standard Shopping. Youtube, Display, Discovery and Search. Along side the new campaigns, evergreen campaigns will keep pushing the large product catalogue to shopping placements on search results.
We needed a lot of volume and used an omni channel approach for top of funnel awareness and bottom of funnel purchases. The operation was massive, with daily adjustments to anticipate the surges in demand.
After an intense month, we hit the target and generated the highest revenue for the company for the second year running. Excluding the effects of running video and display ads to millions of users across the world, Google Ads revenue from clicked ads exceeded £1,000,000 that November with year on year growth of 62% while staying within our limited budget. ROAS for the account was over 1300%.
