Google Ads Case Study: eCommerce Shopify Supplement Store (Performance Max)


If you’re an e-commerce store owner struggling to pick up sales, TGQ's Ted Giraitis-Quaye shares his expertise in marketing and explains how he boosted client sales over 500 and improved his clients’ returns on ad spend by more than 100 percent.


Ted will discuss the following Google Signals and YouTube methods:

1.     Signal 1: Structure

2.     Signal 2: Best keywords and customer websites

3.     Signal 3: Email list

4.     YouTube remarketing

Google Ads Manager Chart.Ecommerce

The Google Ads Manager above shows $65,000 conversion revenue for June with more than 500 sales completed. That is a 196 percent increase in the Return on Advertising Spend (ROAS), rising three points. We also scaled the ad spend. Previously, there was no proper Performance Max segmentation with the signals being used.

Signal #1: Structure

The best structure was ultimately switching over to a mix of customer lists and In-market segments and segmenting based on product category. This prevented all products from being lumped together.

Best Structure.Ads Manager

Also, it was necessary to secure specific ad copy in creative within the ad groups relevant to only products within the listing group.

Asset Groups.Google Ads Manager

Signal #2: Best Keywords and Customer Websites

You can see Quinton Hypertonic here in the signal.

Best keywords and customer websites

This is showing the most useful keywords for Bottom of Funnel. These are the keywords that were successful on Google that should be replicated to find similar users for the Performance Max. This gave Google a signal that registered tremendous sales.

Signal.Performance Max

A remarketing signal was also used to grab users or anyone similar to those users who didn’t buy.

Signal #3: Email List

Then, finally, the email list signal was utilized for customer match.

Email List.Asset Groups

So all of these asset groups allowed Performance Max to scale and bring new customers into the funnel. This drove significant revenue.

Search Campaign.GoogleCase Study

You can see a 139 percent increase in revenue in the Search Campaign section. This was done by increasing the budget, as well as switching to a maximized conversions bidding strategy. Previously, it was set to maximize clicks, which optimizes for anybody that is searching for keywords to get the click. This can be beneficial, but you want to attract the viewers who are willing to buy; not the window shoppers.

Lady window shopping.Google Case Study
Optimize Conversion.Funnel keywords

You have the ability to optimize on the most relevant lowest funnel keywords that drive major revenue.


YouTube Remarketing

YouTube Remarketing.All Campaigns

YouTube remarketing was a big factor in facilitating this campaign. Looking at All Campaigns, you can see that video remarketing wasn’t running before. But it also helped drive a fairly sizeable amount of revenue from people who wouldn’t have bought previously for a good return on ad spend.

Target segment.Men and women

The strategy with this video campaign was the target website visitors who hadn’t bought yet. Then those visitors were segmented for men and women.

In this case, there wasn’t a huge difference between men and women visitors. However, the creative that converts on the two categories can sometimes differentiate, so it’s always good to segment like this. It allows you to see which types of creative get the most sales, pause what’s not working, and then scale the rest.

Ad Groups.Google Ads Manager
Google Ads.Men and women

So you can see some creative that wasn’t performing and getting spend as well. This helped clean up sales in the back end.

Clean Up Sales Back End.Insights

It's possible to check out the keywords that are driving sales. Then you can think about creating a new signal based on certain elements.

Keywords Driving Sales.Insights

From this data, you're interpreting how to create new targeting. For example, maybe a Fashionistas audience or a Health and Fitness buffs interest group can be built from this data.

New Targeting.Insights.Affinity

Or maybe you can maximize your copy for these targets. It depends on your budget and your scale, but also on how efficient you want to be. You must take these elements into account in planning or reviewing your Performance Max campaigns.

So, if you have an asset group like this, you want to analyze what has the best performance and the lowest performance.

Best Performance.Lowest Performance.Ads Manager

Certain points may need to be swapped out in scale during a specific time frame. Consider whether people want to take action. It’s best performing when the product is in the consumer’s hands.

Final Thoughts

You always want to be optimizing and rotating through creative in order to scale, which brings several challenges. But through testing and iterating, you can develop a favorable ROAS and obtain a method to scale and retain a client by building sales. Dynamic copy can also be recommended in combination with diverse creative that gives a client more strategic insights on how to scale their campaigns.

If you're looking to learn more about improving your e-commerce game and expanding your marketing know-how, subscribe to Ted's Youtube channel.


Need Some Help With Your Google Ads?

Shorten your learning curve, make the most of your resources, an maximize your impact both online and off.

Book Your Free Consultation

About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.