When we were starting our cooperation, GymBeam was present in 8 countries, enjoying particularly good business in Czechia or Slovakia. During that same time they were in the process of expanding to other markets – including Poland.
The main assumption of our strategy was to spend as much of the budget as possible on Google Ads campaigns that might potentially generate the highest Return-On-Investment.
Thus, we launched:
To ensure the highest possible quality of cooperation and full transparency, it was at the project’s inception that we established a call schedule with Martin. At the beginning of each month we met on video calls summarizing the previous 30 days of our efforts.
In addition, we remained in constant contact via email, going through results, campaign optimizations and any possible challenges in near real-time.
Realization
Already the first few months of the project were a harsh reality check for our initial assumptions. Consumers’ purchasing habits drastically altered in 2020, and streamlining the purchasing process became significantly more important.
In turn, search ads targeted to category keywords proved too general to generate quality traffic. At the same time, product campaigns’ performance exceeded our expectations and, especially in the case of brand products, became profitable very quickly.
Micro-managing the campaigns became a problem, though. As the amount of data grew, so did the time we needed to devote to profitability analyses of particular products or keywords. We recognized a dire need to automate our efforts, which we achieved through:
Merging product feed with Search Ads. We have linked the product feed with Google Ads, not only for Google Shopping campaigns but also for text ads. Thanks to this, using variables, we provide up-to-date data on price, availability, and other product attributes from the store four times a day.
- Implementing Smart Shopping Campaigns as an improved substitute of obsolete standard Product Listing Ads. As we were generating a few hundred conversions a month on this account, we could easily allow Google Ads algorithms to generate sales. As a result, we saved valuable time on working on the micro-level, which we then could spend working on the macro-level analyses. This allowed us to decide on the ROI level in every campaign.
- Implementing data about profit and ROI for every campaign as a conversion and a dedicated statistics column, right in the Google Ads panel. The client fed data about their ROI for every product directly into the page source, and thanks to that we were able to gauge the effectiveness of our marketing efforts almost in real-time. This definitely changed our outlook on measuring the efficacy of our Google Ads campaigns. From now on, we knew precisely what ROAS (Return on Ad Spend) was needed to generate profit.
Additional efforts
GymBeam themselves focused significantly on other efforts to increase sales. As our specialists were optimizing the campaigns, the client was developing blog entries, product descriptions and categories.
On top of that, they were very actively working on the influencer marketing front, cooperating with internet content creators, like Monika Kołakowska, who helms one of the biggest Polish Instagram accounts about home workouts.
Results
Almost a year and a half into our cooperation, in July 2021, we had enough data to change the main conversion on the account. We turned off conversion based on revenue and switched to optimizing towards ROI.
The results exceeded even our wildest expectations – already in October we could safely say that thanks to our efforts, the Google Ads campaigns were raking in a steady Return on Investment at a level that guaranteed profit. At the same time, spend increased by 174% and monthly orders increased by 510%
