Understanding the Challenge

An e-commerce brand specialising in handmade home decor had been running Google Ads campaigns for several months but wasn’t seeing the desired return on investment. The campaigns had high traffic but low conversions, with a significant chunk of the budget being wasted on irrelevant clicks. The founders lacked the expertise to identify which keywords were performing poorly, leading to inefficient spending and stalled growth.

The Role of Peter

Peter was tasked with analysing the brand's existing Google Ads campaigns to identify inefficiencies and restructure their keyword strategy for better performance. By leveraging its advanced competitor analysis and real-time optimisation capabilities, Peter was able to cut through the noise and deliver actionable insights.

Peter’s Approach to Reducing Waste

1. Keyword Audit:
   Peter reviewed the brand's ad campaigns and found that nearly 40% of the budget was spent on keywords with either zero or very low conversion rates. For example:

   • Keyword: "cheap home decor" (High clicks but a 0.5% conversion rate).

   • Keyword: "DIY home projects" (Irrelevant traffic, zero conversions).

   • Keyword: "luxury furniture online" (Misaligned with the brand’s handmade, mid-priced offerings).

2. Competitor Benchmarking:
   Peter identified competitors targeting high-intent keywords like "handmade wooden decor" and "custom wall hangings," which were better aligned with the e-commerce brand’s niche.

3. Segmentation and Negative Keywords:

   • Implemented negative keywords to filter out irrelevant searches, e.g., “cheap,” “DIY,” and “luxury.”

   • Focused on long-tail keywords such as "affordable handmade wall decor" and "handmade home gifts under $50."

4. Campaign Restructuring:

   • Shifted budgets toward high-converting campaigns and paused underperforming ad groups.

   • Ran A/B tests on ad copies and landing pages to ensure alignment with user intent.

Results Achieved

Peter’s optimisations led to significant improvements:

• 40% reduction in ad spend wastage: Irrelevant keywords were eliminated, saving thousands of dollars in the first quarter.

• 30% higher conversion rates: Focused targeting on high-intent keywords led to a substantial increase in purchases.

• Improved ROI by 2.5x: By reallocating the budget to effective keywords, the brand achieved a much higher return on its ad spend.

Raw Data Snapshot

Here’s a comparison of the campaign data before and after Peter’s intervention:

Customer Testimonial

"We were pouring money into ads that brought us no results. Peter helped us focus on what worked and eliminate what didn’t. The results have been transformative for our business.” – Founder