Sunnking
Paid ads campaign to boost sales during the Covid pandemic
Tools
Role
Overview
Sunnking is an electronics recycling company that resells used electronics and scraps what they cannot resell.
The Problem
They receive a large amount of used medical equipment, which they discovered was more profitable to resell than to scrap. During the Covid pandemic, medical equipment was in extremely high demand. They needed a way to market this equipment.
The Solution
They had an existing Shopify website set up but it was not formatted properly. I went in and adjusted the layout as well as added custom code to customize the template.
Because medical equipment is a large ticket item and the profit margin was high, I suggested Google Ads to promote their Shopify store.
They also needed a way to present the Google Ads numbers as well as website analytics to their stakeholders in a simple, easy to read manner. For this I used Google Looker Studio to build a custom dashboard, that showed only he most important information.
The Process
Shopify Optimization
Before starting a Google Ads campaign, I first made sure the website was SEO optimized. I also wanted to adjust the layout to provide users with a better shopping and navigation experience.
There were some limitations on the current template, such as the displayed categories on the front page being limited. I added custom code in order to remove the limitations on the number of displayed categories. I also created a custom slideshow to the front page.
Keyword Research
I started by researching the top keywords pertaining to electronics recycle and medical equipment. For this I used a number of tools such as Google Keyword Planner, Ahrefs, Semrush and Google Search. This included not only keywords to include but also negative keywords to omit in order to attract the right user. Building a negative keyword list is crucial to optimizing ad spend.
Google Tag Manager
Google Tag Manager allows you to track goals of a Google Ads campaign. Tracking if, how, why and when Google Ads has led to a sale is vital in creating a successful campaign.
Google Analytics
Linking Google Analytics with Google Ads created a powerful tool to learn insights about users who visited the website through an Ad. This data could then be used to bid more on certain keywords and to delete keywords that were not leading to any conversions.
Manual CPC Bidding
Sunnking had a limited budget so I wanted to control the CPC as much as possible. This involved monitoring the campaign daily to see which keywords were performing as well as which keywords we might want to remove from the campaign or add to the negative keywords list.
Google Looker Studio
Once there was a stream of data coming in, I was able to build a dashboard that would allow only the data that mattered to the stakeholders to be displayed. I created a dashboard for both Google Ads as well as Google Analytics. This would allow the stakeholders to understand only the most important information for them—mainly whether or not Google Ads was creating more sales and which items were most popular.
The Result
Sunnking did experience an increase in used medical equipment sales, however there was one problem holding them back from truly utilizing Google Ads to its fullest potential. They did not price their items. They only offered a "Get A Quote" action for each item. Because of this, Google Shopping Ads could not be utilized either.
This really hindered the ability to track conversions and understand whether or not the ad spend actually led to a sale.
Key Takeaways
- Clear and measurable goals need to be tracked in order to know if Google Ads is bringing in a profit or loss.
- Google Tag Manager is a crucial step in setting up the right conversion goals
- Using Google Analytics to understand users behaviors and motivations will help determine how Google Ads can be utilized and optimized
- Manual CPC bidding gives you the greatest control over a campaign, especially when it's in the learning phase