Google ads · E-commerce & fashion
E-commerce store: 4× order volume at a lower unit cost on Google Ads
4×
Increase in order throughput
The client wanted lower unit costs and more overall volume. Thousands of negative terms, systematic ad copy tests and several bid strategy tests produced a large drop in unit cost and a four-fold increase in throughput.
- Industry
- E-commerce & fashion
- Services
- Google ads, Account optimisation
- Pillar
- Grow
4×Order volume
ThousandsNegative keywords added
LowerCost per unit sold
The brief
An established e-commerce advertiser was paying too much per unit sold and could not grow volume without the cost per unit rising further.
What we did
- Added thousands of negative search terms to stop paying for irrelevant clicks.
- Ran structured ad copy tests across every ad group.
- Tested several bidding strategies before settling on the one that balanced volume and cost.
Results
A large drop in cost per unit and a four-fold increase in throughput from the same account.
Why it worked
- Thousands of negative keywords stopped paying for irrelevant traffic.
- Structured ad copy tests lifted click-through and quality score across ad groups.
- Bid strategy tests found the balance between volume and unit cost.
