How we boosted Timeless Toys revenue by 148%

Timeless Toys is an e-commerce store that sells high-quality educational toys imported from all over the world. They serve clients within South Africa, the U.K. and Australia.

The client

Timeless Toys

Timeless Toys is an e-commerce store that sells high-quality educational toys imported from all over the world. They serve clients within South Africa, the U.K. and Australia.

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The improvement in ROAS

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The increase in total orders

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The overall boost in revenue

  • KThe Challenge
Timeless Toys had a Google Ads manager for some time, however, the Return on Ad Spend (ROAS) was dropping and so they wanted a second opinion on how to improve it.

They initially approached Alpine Digital for a free Google Ads action plan and after we illustrated what needs to be improved and how it will impact their ROAS, they started using our services.

  • KThe Approach
After auditing the account it was clear that there were a number of issues hindering the account performance, from poor conversion tracking to an inefficient product feed. The following observations were made during the audit:
  • Broad location targeting: In order to spend the budget more effectively and to not spread it too thin it is best to determine the locations (such as provinces, cities or neighbourhoods) where customers are more likely to buy.
  • Product feed not maintained: The product feed needs to be kept updated with the correct GTINsGlobal Trade Item Number - a unique and internationally recognized identifier for a product. for each product along with detailed descriptions of each product. The feed was also not syncing correctly with google ads and less than half of the inventory was being served.
  • Search campaigns only used broad match keywords: With a generic negative keyword list and manual bidding, the search terms were usually irrelevant and so the budget was being wasted.
  • Conversions attribution models set to last click: To get a better picture of the conversion window and which ads contributed to a sale, it is best to use position-based attribution as it gives credit to all touchpoints along the conversion journey while as last click attribution only credits the last ad the customer saw before the sale.
  • No remarketing present: It is best practice to set up remarketing for users who have already visited your website and are already familiar with your brand.
  • Ad copy too general and not relevant: Ad copy needs to be specific to the landing page the user is being sent to so as to improve the user experience.
  • KThe Solution

There was a great deal which needed to be changed, here is an overview of what we did:

  • Tightened location targeting: From historical data, it was clear which cities were the highest converters and so these were targeted.
  • Rebuilt product feed: Added GTINsGlobal Trade Item Number - a unique and internationally recognized identifier for a product., optimised product titles, added Google product categories and resynced the Google Merchant feed with Google Ads
  • Implemented Smart Shopping Campaigns. As the account was old there was more than enough conversion data to implement Smart Shopping Campaigns.
  • Created a remarketing search campaign: this allows Timeless Toys to remarket to customers who have already visited the website but didn’t purchase. This usually results in a much lower cost per conversion, or cost per sale.
  • Created a brand campaign: to capture all customers who are already aware of the brand and to outbid any competitors who were bidding on the brand.
  • Rebuilt all ads: From the new ad creative and ad copy to constant A/B testing to make sure only the best performing ads remained.
  • KThe Results

These results are for the first three months since Alpine Digital started working with Timeless Toys, from 15 August 2021 -15 November 2021 compared with the previous year:

  • Improved ROASReturn on Ad Spend by 42%. Due to an improved product feed and the use of optimised SSCs, Timeless Toys were achieving an additional 42% return on their ad spend.
  • Increased orders by 103%. The total number of orders with Google Ads doubled compared to the previous year.
  • Boosted revenue by 148%. With the increase in orders so came a large increase in Timeless Toy’s revenue.

Overall Timeless Toys were very happy with the improvements to their Google Ads campaigns and revenue.

    Total sales from mid-August to mid-November 2021 compared to the same period from the previous year.

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