The revenue that’s been hiding in your ad account all along...

BEST RESOURCES I’VE FOUND THIS WEEK

• The RIGHT Way to Run Dynamic Search ads in 2024 (link)

• The biggest levers for eCom in Google ads (link)

DEEP DIVE ON TODAY’S TOPIC

The revenue that’s been hiding in your ad account all along…

Over a year ago, a DTC brand came to us to help them scale their Google Ads.

Their Google Ads account looks decent from the outside.

6.28x ROAS.

$122k in sales in 1 month.

But after the audit, we discovered that they had so much potential within their ad account, waiting to be exploited.

So we got to work right away.

And only 2 months later, their ROAS went from 6.28x to 14.16x.

Their cost per acquisition dropped from $5.73 to $2.62.

Here’s what we did:

The initial problem we found was that their search campaigns overlapped.

Multiple campaigns were competing with each other.

And this was:

• Driving up costs

• Reducing efficiency

• Killing their bottom line

So we started by cutting back and streamlining their campaign structure.

More specifically, we separated it into 3 key stages:

• Top of Funnel (TOF)

• Middle of Funnel (MOF)

• Bottom of Funnel (BOF)

Our primary focus was on user intent and maximizing each buying stage.

Next, we saw that they were doing well on TikTok.

So, we helped them push this even more through YouTube.

We took their viral content on TikTok and promoted them on YouTube Short Ads.

And it immediately showed great results.

As the campaigns collected data, we kept iterating:

• Optimize product feed

• Refine search copy

• Adjust the creatives

... All based on user intent.

Then we started to scale.

We increased ad spend for winners and the volume of YouTube ads.

We wanted to generate more new customers too.

So we ran more prospecting campaigns to capture cold traffic.

That’s how we doubled this brand’s ROAS after 2 months of working together.

If there’s something you take from this, it’s that you don’t need to do anything fancy to be profitable with Google Ads.

90% of your results will come from the basics.

Understand your customers’ behaviors.

Optimize your ad account.

Target the right audience.

Scale the winners and cut down on losers. 

If you’d like to get the same kind of results…

This month, we’re offering free account audits for a few brands.

You’ll get a complete review of your ad account.

And we’ll give you an action plan for the next 90 days. No strings attached.

Click here if you’re interested.

See you in the next one.

Jackson,

CEO of Echelonn.