How did Birk help our client achieve 5x ROI on Google Ad

Google Ad is a critical channel for for online retailers to reach, acquire and convert customers who're ready to buy. However, the average Google Ad ROI is 2x: For every $1 total ad spend, Google Ad generates $2. How did we help a Neighborhood Plant Store (NPS), a family owned neighborhood nursery in Seattle, generate 5x ROI?

3 key strategies to generate higher ROI on Google ads

1. Keywords Keywords Keywords

When you search for a keyword on Google Search, Google returns a Search Engine Results Page (SERP). Google Ads shows up on the top of the SERP. This way, you can think of each keyword searched as a piece of virtual real estate, and the goal on placing ads is to get on the top of the SERP. The strategy will be to place advertising bids on under valued keywords that are used by ready-to-buy customers.

For example, instead of placing ad bids on popular keywords, e.g. "Philodendron Pink Princess", which would be expensive and not that actionable, place bids on "Philodendron Pink Princess For Sale", which usually would be cheaper, and more targeted towards ready-to-act customers.

Choosing the right keywords and bidding strategy require comes with experience. Our experts on staff have experience developing and executing google ads for major household brands. We will help you grow!

2. Product images, data and Google Shopping Ads

A picture is worth a thousand words! When you search for a product on Google, it will often return Google Shopping Ads images on the top of SERP. These ads are often highly effective compared to the normal google ad links. To make these ads work, an accurate product data feed to Google Merchants, including product images and product data, such as product titles and retail prices, will be needed.

As on your website, having good product images are critical for success on Google Shopping and Google Shopping Ads. A general guideline will be that the product photo should be taken in a brightly lighted environment in front of a plain background. If needed, our graphic designers on staff can help you develop a product image standard for your brand.

In addition, accurate product data feed is critical to success on Google Shopping Ads. Besides the basic, such as product images, product titles and retail prices, accurate inventory stock level for each product is very critical. We don't want to waste money placing ads on products that are out of stock.

3. Automation

When your website scales up to offer hundreds, if not thousands of products, bid strategy automation becomes necessary. Some retail market segments change quickly, so does the corresponding Google keyword landscape. Bidding strategy needs to be adaptive to market changes, and adjusted in a timely fashion. In addition, these changes need to be implemented at scale for each of the advertised products on the website. Manipulating these amount of data is a very complex task. This is why entrusting an experienced expert to help execute your Google Ad strategies is very critical to your Google Ad ROI performance.

Birk Consulting has a team of experienced Google Ad experts on staff. We've helped our clients deliver a 5x ROI on total google ad spend, and we look forward to helping your online store achieving its full potential! Interested to have a chat?