When taking over a Google Ads account for a large e-commerce with 16k SKUs and a €3k monthly budget, it’s crucial to develop a strategic approach. This guide offers insights and actionable tips to optimize your campaigns and boost your ROAS.
### Analysis
A low ROAS of 186% indicates that the previous agencies’ strategies were ineffective. With a vast number of SKUs and 400 categories, it’s essential to prioritize strong-performing categories and refine your targeting to maximize your ad spend.
### Solution
#### 1. Audit Previous Campaigns
Start by analyzing past campaign data to identify successful keywords and ad groups. This will help you understand which products and categories have performed well and inform your new strategy.
#### 2. Refine Your Targeting
Focus on the 10-15 stronger categories that generate most of the sales. Utilize negative keywords to exclude irrelevant searches and improve ad relevance.
#### 3. Implement Performance Max Campaigns
Leverage PMax campaigns to automate ad delivery and optimize performance across multiple channels. Set up conversion tracking to measure the success of your campaigns accurately.
#### 4. Optimize Ad Copy and Landing Pages
Craft compelling ad copy that highlights product benefits and appeals to your target audience. Ensure your landing pages are optimized for conversions and provide a seamless user experience.
### Actionable Tips
– Prioritize strong-performing categories for better ROI
– Use negative keywords to improve ad relevance
– Set up conversion tracking for accurate measurement
– Optimize ad copy and landing pages for higher conversion rates
### Closing Thoughts
Taking over a large e-commerce’s Google Ads account requires a strategic approach. By auditing previous campaigns, refining targeting, implementing PMax campaigns, and optimizing ad copy and landing pages, you can improve your ROAS and drive better results for your client.