Google Ads Case Study: Optimizing Performance for a Gold & Silver Coin Retailer
Initial Situation
A renowned online retailer for gold and silver coins faced challenges in optimizing Google Ads performance. While sales were already being generated, the number of clicks was declining, the cost per conversion was too high, and the overall campaign performance needed improvement. Additionally, there was room for optimization in tracking accuracy and the use of historical data.
Strategy & Implementation
To significantly improve performance, several optimization measures were implemented:
1. Tracking Optimization
✔ Server-side tracking implementation for more precise conversion data.
✔ Improved Google Tag Manager configuration to capture more relevant events.
✔ Better attribution models using first-party data and advanced conversion tracking.
2. Google Merchant Center Optimization
✔ Refined product data feeds: Optimized titles, descriptions, and images.
✔ Improved product categories and attributes to increase relevance for search queries.
✔ Fixed missing or incorrect product data to prevent listing rejections.
3. Performance Max Campaign Restructuring
✔ Shift in PMax strategy: Focus on high-value customers to push profitable orders.
✔ Campaign structure adjusted to better differentiate between high and low-profit segments.
✔ Reorganized asset groups to enable more targeted ad messaging.
✔ Utilized historical data to identify the best-performing creative and audience combinations.
4. Ad & Landing Page Optimization
✔ A/B testing of ad copy and images.
✔ Landing page improvements to increase conversion rates.
✔ Dynamic product ads to deliver relevant content to users.
Results (Year-over-Year Comparison)
| Metric | 2024 Value | Change (%) |
|---|---|---|
| Clicks | 386,986 | ↓ 134,306 (-25.7%) |
| Conversions | 9,149 | ↑ 7.12% |
| Total Ad Spend | €160,369 | ↓ €27,696 (-14.7%) |
| Cost per Conversion | €17.53 | ↓ 20.40% |
| Conversion Rate | 2.33% | ↑ 46.21% |
Conclusion
By optimizing tracking, conducting a comprehensive historical data analysis, and strategically restructuring Google Ads campaigns, the gold & silver coin retailer achieved significant performance improvements.
The shift towards value-based optimization (Target ROAS) and the active pushing of high-value customers within the Performance Max campaign played a key role in increasing efficiency.
The combination of data-driven analysis, optimized product feeds, and enhanced ad creatives not only boosted conversion rates but also lowered the cost per conversion. This strategy serves as a best practice for precious metals retailers aiming for sustainable revenue growth while optimizing ad spend. 🚀