allbrandsfurniture.net

AllBrandsFurniture.net, a growing online furniture retailer, approached Elit-Web, seeking to optimize its existing PPC campaigns. Despite already having a functional advertising setup, the company faced issues with conversion tracking, high cost per lead, and suboptimal Return on Advertising Spend (ROAS). Elit-Web was tasked with refining its strategy to improve efficiency and increase sales without exceeding its budget.

+84%

Growth in Conversions

-54%

Reduction in Cost per Conversion

+180%

Increase in Revenue

+733%

ROAS

Subject:

Furniture

Region:

USA

Status:

Completed

Duration of work:

4 Months

Company and project objective

AllBrandsFurniture.net offers a wide range of stylish, high-quality furniture to customers across the United States. They focus on delivering a broad selection of products that cater to diverse tastes and needs, ranging from budget-friendly pieces to premium home furnishings.

Client’s Goals

When AllBrandsFurniture.net approached Elit-Web, they had several goals:

Optimize existing PPC campaigns to improve performance.
Reduce the cost per conversion while maintaining or increasing the number of leads.
Increase ROAS to maximize profitability and enable further business growth.

The company already ran campaigns but needed help tracking and campaign setup inefficiencies, which hindered its ability to scale and reach its business goals.

Our strategy

We started by comprehensively auditing the client’s existing PPC campaigns, website usability, and competitive landscape. This revealed several areas for improvement and opportunities for growth, including:

Website Usability Recommendations: Based on our audit, we provided a detailed technical specification (TS) to enhance the site’s conversion rate (CR). We identified key areas where user experience could be improved to facilitate smoother purchasing journeys.

Competitor Analysis: We performed an in-depth review of competitors, focusing on pricing strategies. This revealed that many competitors were undercutting FeedersPetSupply with aggressive pricing tactics. We advised minor price adjustments to remain competitive while maintaining profitability. The goal was to increase sales volume by matching competitor price ranges, even if it meant slightly lower margins.

Media Plan: We developed a three-month media plan with projected growth metrics. This plan accounted for an expected adjustment period in the first month as we implemented significant structural changes, followed by more robust performance in the second and third months.

PPC Campaign Types

1. Initial Audit and Problem Identification

We began by conducting a comprehensive audit of AllBrandsFurniture.net’s Google Ads account. This revealed several key issues:

Conversion Tracking Issues: We identified incorrect tracking goals and faulty data collection, negatively impacting campaign optimization. Incorrect data meant the campaigns needed to learn more effectively, limiting their growth potential.
Website Technical Analysis: We performed a detailed technical review of the website and provided recommendations to improve its usability and conversion rate (CR).
Restructuring Ad Campaigns: Based on the client’s priorities, we developed a new PPC campaign structure that considered product profitability and allowed for steady, scalable growth without exceeding key performance indicators (KPIs).
Google Analytics 4 Setup: We fully configured GA4 for AllBrandsFurniture.net, integrating automated reports to ensure the client could access real-time performance data.
Media Plan: We created a four-month media plan with specific growth projections, prioritizing incremental improvements in crucial areas like conversions and ROAS.

2. Campaign Structure and Focus

Given the client’s goals and market niche, we centered our strategy around Performance Max (PMax) campaigns, which proved to be the most effective tool in this competitive market.

Performance Max — Product Listings: We set up campaigns focusing on product-specific ads to dominate shopping search results and secure top placements.
Performance Max — Comprehensive Format: This campaign type involved a more holistic approach, incorporating customized ad copy, visuals, and banner ads to target specific user segments effectively.
Audience Signals: A critical aspect of our work was refining audience signals within the PMax campaigns. We designed audience segments based on the following:

Full funnel targeting, which included both remarketing audiences and cold traffic.
Competitor sites and search behavior helped target relevant users and divided them into warm and cold traffic segments.

3. Campaign Structure and Focus

In parallel with PPC optimization, we worked on improving the client’s Google Merchant Center account:

Resolved Product Feed Issues: Over 25% of products had been rejected due to technical errors. We fixed these issues to ensure all products were listed correctly and visible in ads.
Enhanced Product Attributes: We added detailed attributes to the product feed, increasing the trustworthiness of the listings in Google’s algorithm, which resulted in better ad rankings.
Google Shopping Free Listings: We activated free product listings through Google’s image-based targeting program, providing additional visibility at no extra cost.

Dynamic Remarketing: We set up dynamic remarketing to re-engage users who had interacted with the site, such as viewing products or adding items to their cart without completing a purchase.
Seller Ratings: We implemented seller ratings on Google Shopping ads, which helped AllBrandsFurniture.net stand out from competitors by building trust and increasing click-through rates (CTR).

4. Reporting and Market Adjustments

Throughout the collaboration, we utilized a system of 10-day reports to monitor key metrics and quickly adjust campaigns based on market trends. This real-time feedback allowed us to make strategic changes and optimize performance rapidly, ensuring we stayed on track to meet the client’s goals.

Expert commentary

Vlad Zachary

Head of PPC

“AllBrandsFurniture.net came to us with a functional but underperforming ad strategy. We increased efficiency by fixing core issues in tracking and restructuring their PPC campaigns. The growth in conversions and revenue, alongside a massive improvement in ROAS, clearly demonstrates the power of Performance Max campaigns when properly configured. Our work shows that even well-established campaigns can see major gains with the right optimization.”

Progress

Full Campaign Audit

We conducted a detailed audit of the client’s existing PPC campaigns and website. This revealed significant issues with conversion tracking and data accuracy, limiting campaign optimization.

New Campaign Structure

We created a new, refined campaign structure focusing on the most profitable products and categories. This allowed for more efficient budget allocation and better performance tracking.

Merchant Center Overhaul

We resolved product feed issues, improved product attributes, and set up dynamic remarketing to enhance the client’s presence on Google Shopping and drive more conversions.

Audience Segmentation and Targeting

We crafted comprehensive audience signals, leveraging Google’s data to target potential customers, both warm and cold accurately. This helped boost overall conversion rates and ROAS.

Results

After four months of collaboration, AllBrandsFurniture.net saw significant improvements across all key metrics:

+84% increase in conversions, thanks to better-optimized ads and more accurate targeting.
-54% reduction in cost per conversion, leading to greater ad spend efficiency.
+180% increase in revenue, driven by improved product visibility and audience engagement.
+733% ROAS, an extraordinary improvement from the initial ROAS of 210% before our collaboration.

This drastic growth in revenue and conversion rates shows the effectiveness of our PPC strategies and the optimizations we made to both the ad campaigns and the Merchant Center.