Challenges: On Rope, a leading e-commerce store specializing in safety equipment such as ropes, descenders, ascenders, technical equipment for water rescue, sports, and mountaineering, sought to improve their online sales and maximize their return on ad spend (ROAS).

Strategic Overhaul: To address these challenges, we implemented a dual-strategy approach that included a standard shopping campaign and a Performance Max (PMAX) campaign.

1. Setting Up a Standard Shopping Campaign: We launched a standard shopping campaign to capture search demand for the products On Rope sells. This strategy involved:

• Product Listing Ads (PLAs): Highlighting On Rope’s extensive product range with high-quality images and detailed descriptions.
• Targeted Keywords: Focusing on search terms related to safety equipment to attract relevant traffic.
• Bid Adjustments: Optimizing bids based on product performance and competition to maximize visibility and clicks.

2. Implementing a PMAX Campaign: To complement the shopping campaign, we set up a Performance Max (PMAX) campaign aimed at remarketing and building brand awareness. This included:

• Remarketing: Creating dynamic remarketing ads to re-engage past visitors and encourage them to complete their purchases.
• Awareness Building: Using Google’s AI to deliver personalized ads across multiple platforms (Search, Display, YouTube, Gmail, and Discover) to increase brand visibility and attract new customers.
• Automated Bidding: Leveraging smart bidding strategies to optimize ad spend and maximize conversions.

Results and Impact:

Positive ROAS from the Start:

• 2x ROAS in the First Month: The initial shopping campaign quickly generated a positive ROAS of 2x, demonstrating the effectiveness of our strategy.

Remarkable ROAS Growth:

• 13x ROAS in 7 Months: Over the course of seven months, the combination of the shopping and PMAX campaigns led to a remarkable increase in ROAS, reaching an impressive 13x.
• 25x ROAS in May 2024:

Increased Budget and Scalability:

• Client Confidence: The significant ROAS growth gave On Rope the confidence to increase their advertising budget, allowing us to scale the campaigns further and drive even more sales.

Conclusion: The strategic changes implemented for On Rope demonstrate the power of a well-coordinated Google Ads approach. By combining a standard shopping campaign to capture existing demand and a PMAX campaign to enhance remarketing efforts and build brand awareness, we achieved exceptional results. On Rope’s experience showcases how a tailored digital marketing strategy can lead to substantial growth and profitability for e-commerce businesses. This case study highlights the importance of continuous optimization and smart budget allocation in driving long-term success in online advertising.