Background

This client is a used natural supplement company based in Costa Mesa, CA

Our goal was to generate new sales with Google shopping ads, display and search text ads.

Before this client started using TuMos Consultants they had used another agency to run ads but it hadn’t worked great!

When we audited their account, we discovered they’d spent over $467,000 in the past 2 years with little success In ROAS.

They also spent tens of thousands on past agencies’ fees that, amounted to a negative performance overall.

So how did our PPC strategies turn this account around?

Let’s break it down below

Uncovering A Big Tracking Issue

If you want to know if a campaign is working, you must have accurate tracking.

The first problem we encountered when auditing this account was that the tracking was not set up properly.

We saw that the tracking was reporting 10’s thousands of sales, so that seemed off because there were no sales.

When we dug into it, we found that this account was counting sales every time someone hit a general page on their site – not a thank you or confirmation page, but a general page on their website.

This resulted in the campaign reporting thousands of “sales” that didn’t actually exist!

We wiped out any irrelevant conversion actions that skewed our data and started from scratch with new conversion tracking.

Our conversion “goal” was placed on the thank you page after a lead fills out a form, so we know that we actually collected the information from the lead.

Starting Fresh With New Search Campaigns

In our campaign research process, we work with the client to figure out what are the driving levers of their business and what they want to target.

Once we decide on a theme, we’ll do competitive research to figure out what angles are used by competitors, what the offer should be, etc.

In this case, our client wanted to target a general audience looking for used vehicles in their area.

Since the previous campaign’s data was skewed, we started fresh with 2 brand new campaigns.

The first campaign was themed around “natural supplements” and the other campaign was a branded campaign.

Then we used location targeting to limit where the ads were being served to only their local area.

Setting Up High Converting Landing Pages

In the past, the account was driving traffic to their homepage.

This is usually not optimal for lead generation campaigns because homepages are typically not designed for conversions.

Instead, we wanted to drive traffic to very specific landing pages that matched exactly what they were searching for and were optimized to convert highly.

In this case, we developed a landing page to start based on black seed oil collection. We saw that the other competitors would send the traffic to the inventory pages because people want to browse the inventory, so this became our offer.

This landing page collects the lead’s information and offers to “view” the inventory.

That way, we collect the information upfront and the client’s sales team can follow up.

The Results

After setting up proper tracking, creating new campaigns, writing new ad copy, and creating custom landing pages, we turned on the traffic…

…and the leads started pouring in!

In fact, within 30 days we had already generated over 209+ purchases!

Total Sales: 209

This doesn’t include over 2234 site visits (Not to the landing page) and also 54 actions taken.

As we optimize this existing campaign, we also have plans to expand to other product-specific landing pages ( supplements for headaches, Joint pain, etc).

Conclusion

With the right PPC strategy, we can take a failing paid search campaign and turn it around just like we did for this natural supplement business in California.

If you want help turning your PPC campaigns to elevate your sales and leads or getting more ROI out of your campaigns, check out TuMos PPC management!