Case Studies
Case studies typically require months of campaigns optimization to be developed. Since Connectd was founded in May 2023, we can only showcase the achievements of our Senior Specialists while they were working for other agencies or companies. Therefore, we can’t disclose specific business names.
Office Stamps Shop
The Client
- B2B
- Investing €10 to €15K per month
- Products can be customized, so they don’t always have the same end price
- They came to us because with the previous consultants they were not growing in revenue
Analysis and Findings
- Low accuracy of data tracked online: I found a worrying 30% discrepancy between sales tracked in the platform and the CRM
- Not using the AI at total capacity: in Google Ads there were not micro-conversions (add to cart, begin checkout) set up
- Target ROAS is applied across all campaigns, even those in Search
So, why is the account not growing? And what’s the solution?
The answer was so simple that nobody saw it… Essentially, Target ROAS is correct for an eCommerce, at least on paper, but in reality wasn’t for them.
Target ROAS is a piece of technology that needs to find a number of products with predictable revenue in the past to “use” them to bring revenue in the future, and reach the ROAS target.
For this specidific store 2 things weren’t helping Target ROAS to do a good job:
1. data loss at the campaign level is too high (around 30%), so how could the machine recognize the best products to bring revenue, and then reach the Target ROAS?
2. Selling customized products (same product at different prices) means that you cannot have a predictable context to allow the machine to find patterns in the past and make decisions in the future.
For these two reasons, the technology was playing conservatively.
Solutions & Results
I decided to ask the client to set up micro-conversions first to be able to restructure the whole account, aggregate campaigns to have faster conversions, and then I implemented Target CPA at campaign level.
In this way, even though the campaign do not track the end transaction or correct revenue, I can play with the TCPA at the “begin checkout” level for example, and I can grow investments accordingly to performance.
Now the structure is 80% based on Search, and the client, for the very first time ever, experienced growth over the line of stagnation (horizontal red line and arrows). Here are the data since 2019.
In May 2022 was touched the highest peak of revenue of €80K, and most importantly the COS% (Cost/Revenue) didn’t increase over time!
*In April we had bank holidays that affected the B2B industry.
Pharma eCommerce
The Client
- Pharmaceuticals, supplements, cosmetics and everything about personal care
- B2C
- Investing around €20K per month
- They asked us to help them to grow in revenue
Analysis and Findings
- The budget is 60% on Shopping and 40% on Search, branded and non-branded campaigns
- 2 Smart Shopping and 1 Standard Shopping campaign with no real strategy behind: “top IDs”; “rest of the store”; and one is the “catch-all” Standard Shopping campaign
- Very high ROAS on Shopping Smart campaigns to the point that they are not growing
- In the end, the account is stagnant and cannot grow
Solutions & Results
Analyzing product categories, and creating them matching data between Google Merchant Center and Google Ads, we were able to have historical performance at the product category level.
Analyzing product category performance we have found that ROAS and was particularly good on some categories, and costs were high categories with poor performance.
Having found that we were able to restructure the account based on category performance and in following months we scaled the account from €100K per month to €300K per month keeping the same ROAS.
Client Testimonials
I brought Omar to help us with SEM for BottomlessBrunch.com and consolidate our position as leading platform in the UK.
Omar was able to hit the ground running, quickly identifying and focusing on campaigns that brought quick results and then building up new ones that needed more testing and work.
Michele Cuccovillo
Entrepreneur & Agency Owner
Entrepreneur & Agency Owner
Great consultant. Omar works with us at Scalemybrand.com, and he has been instrumental during a variety of critical moments. We still work together.
Jason Argall
Entrepreneur & Agency Owner
Entrepreneur & Agency Owner
Omar work with me and our agency 7ads.it since almost 2 years now. He is in charge of our top clients, and I can only say he's among the most experienced and concrete consultant I work with.
Luigi Sciolti
Top 3 Most Influential Google Ads Experts in Italy
Top 3 Most Influential Google Ads Experts in Italy
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