1. Create and align new advertising channel budget splits
To kick start the PPC campaign, we stripped away inefficiencies in a number of areas and allocated stronger advertising channel performance signals. This allowed for significant improvement in revenue metrics and increased relevant users to the website.
2. Switch from a non last click attribution to a data driven attribution model
We then moved from non last click attribution to data-driven attribution. This enabled machine learning to identify the value of each advertising click. Overhauling this model allowed the client to see the value of different advertising channels and keywords which they thought were not profitable in the past. This approach allowed us to capitalise, highlight and push more emphasis into products previously overlooked. Regular analysis was carried out on revenue driving factors using this attribution model which helped in tasks such as optimising product pages on the website and giving us vital data needed to continue to drive results forward.
3. Migrate from standard shopping to smart shopping campaigns while maintaining a granular approach
VROOM is one of only two agencies in our home market to be originally whitelisted for the Smart Shopping Beta. In this case, we recommended and took a different approach than usual for smart shopping campaigns. We segmented campaigns by products and custom labels. This involved substantial work around optimising the client’s product feeds. This allowed us to see which product departments were driving the best returns and allowed us to give different targets to different website departments remaining stronger control around smart shopping campaigns.
4. Overhaul the Google Ads remarketing strategy and implement more advanced Google Analytics remarketing audience lists around engagement, ecommerce and device segments
In the past, the Hunt Office remarketing strategy had been quite basic. They were using the basic Google Ads remarketing tracking pixel. We overhauled this immediately, implementing detailed Google Analytics remarketing lists.
These included advanced remarketing lists around engagement, ecommerce and device segments.
5. Design and implement automated Google data studio reports to streamline and deliver as reporting process
Our team used automated Google data studio reports to share accurate and digestible campaign data with the client. These were pre-planned and our team then set about designing and delivering the metrics required by the client.
6. Educate and apply the power of video through TrueView for action YouTube and YouTube shopping campaigns
Prior to working with VROOM, Hunt Office had no presence on YouTube or any experience with videos at all. As a result, they were understandably skeptical about the value it could contribute. Our team developed a successful video strategy for the client using the power of YouTube TrueView for Action and YouTube shopping campaigns which are optimised around both macro and micro conversions. Firstly, we created a separate Google Ads account specifically for YouTube video advertising. Instead of tracking video campaigns on macro conversions (revenue, ROAS), we set up and tracked micro conversions (added to cart, visited 2 or more pages, etc) and optimised the TrueView for action campaign types around these user actions.
7. Create and implement dynamic search ad campaigns at scale
Hunt Office did not previously use dynamic search ads campaigns on scale before working with VROOM. This campaign type now delivers stronger ROAS overall in comparison to their traditional Google search campaigns. Additionally, more automation in relation to dynamic search ad campaigns, smart ad creatives, automated bidding and reporting, allowed both us and our client to spend less time on day-to-day management of the campaigns and focus more on strategy, results and collaboration. VROOM were then able to support the Hunt Office team with consistent basis upskilling which helped harness the relationship and drive results forward.