Disclaimer: The client has asked to remain anonymous. Therefore, we will not mention any names in this article.
Introduction to the Protein Powder Market
Do you enjoy a protein shake after a rigorous gym session? If so, you might have come across the whey protein powder sold by our featured client. The global market for protein supplements is immense, with an estimated value of $32.6 billion by 2027. It's a competitive field, and our client needed a way to stand out.
In this case study, we’ll discuss how we helped an online retailer increase their conversions by tenfold through a well-executed PPC strategy.
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Background on the Client's Initial Challenges
Our client, a successful seller of protein supplements, approached us in September 2020. Despite being a Top 10 Best Seller on Amazon, they faced significant challenges. They were overly dependent on Amazon for sales and wanted to boost direct-to-consumer transactions via their website. Their aim was to gain better access to customer data and leverage it for strategic paid advertising.
Before reaching out to us, the client managed their own Google Remarketing Campaigns, Search Campaigns, and Standard Shopping Campaigns. However, their Average Cost of Sale (ACOS) was too high, and their Return on Ad Spend (ROAS) was too low to sustain their efforts.
Key Challenges in the Competitive Protein Supplement Market
The protein supplement market is crowded with notable brands like GNC and Optimum, along with niche competitors such as Naked Nutrition. Our client faced intense competitive pressure. Additionally, competitors were bidding on the client’s branded keywords, aiming to divert sales to their own sites.
Google allows bidding on competitor’s branded keywords, which can siphon off potential leads. This meant we had to ensure the client’s branded keywords remained viable and effective.
Our Comprehensive PPC Strategy
To attract new customers and maximize visibility, we implemented a multifaceted PPC strategy. This included:
- Search Campaigns - To capture high-intent traffic.
- Smart Shopping Campaigns - For more precise targeting compared to Standard Shopping Campaigns.
- Dynamic Remarketing Campaigns - To re-engage website visitors with personalized ads of the exact products they viewed.
Our goal was to dominate Google Search, Google Shopping, and Google’s Display Network, thereby increasing website visits and collecting valuable user data for future campaigns.
Addressing Branded Keywords
To counter competitors bidding on branded keywords, we focused on Dynamic Remarketing Campaigns. This strategy ensured that visitors who left the client’s site would see display ads featuring the products they had just viewed, minimizing the risk of losing them to competitors.
Results of Our PPC Implementation
The results were remarkable. After transitioning to our services, the client's ACOS decreased by an average of 70.14%. Their campaigns, which had merely been breaking even before, saw a significant uptick. We successfully converted cold traffic into customers, nearly doubling their ROAS.
As you can see in the chart below, their ad spending stayed the same before and after working with us. It was their return that doubled.
Furthermore, we discovered that sales directly attributed to the new Google Ads increased by an astounding 3,146%. The client’s conversion rate also soared by 98.87%, reaching a rate of 3.36%. This meant they achieved nearly ten times the number of sales compared to their previous internal campaigns.
Why Google Shopping Ads Are Crucial for E-Commerce
We always emphasize the importance of optimizing Google Shopping Campaigns for new clients. These ads drive 76.4% of retail searches and capture 85% of all clicks. Unlike traditional search ads, Google Shopping ads include photos, prices, and customer reviews, making them more persuasive and effective.
Conclusion
Google Shopping has revolutionized e-commerce businesses. Our PPC team has consistently helped clients optimize their Google Shopping offerings, resulting in increased online sales. In this case study, we transformed a supplement retailer into more than just an Amazon Best Seller. By rerouting sales to their website, we enabled them to collect critical customer data and achieve unprecedented sales figures.
Are you looking to optimize your paid ads for better leads or sales? Our team is here to help. Book a PPC strategy session with us today to discuss your goals and discover how we can help you achieve similar success.
