484% more revenue for a store with farm-fresh fruit
As buying fresh food online becomes more and more important to consumers, we are also taking food stores to even greater success with Google Ads!
01 · Overview
The shop at a glance
A few years ago, a French company was founded with the aim of delivering fruit to customers directly from the producer without long storage times. That way, even the most exotic fruits reach buyers quickly, just a few days after harvest, as if they had come fresh from the field.
We have been managing the account since May 2021 and have already achieved very strong results for the online store.
02 · Challenge
The challenges
With a total of 800 products, our client offers a broad range of different fruits. Because harvest time depends heavily on the variety and the season, only 150 to 180 different fruits can be offered at the same time. This limits both the advertising window for each product and the collection of relevant data for optimization.
Another challenge is the ordering window: for logistical reasons, an end customer can only order fruit on certain days of the week. This complicates the ad strategy with regard to the Google algorithm, which usually reacts negatively to many short-term adjustments. So we had to find fundamental adjustments as a suitable solution here.
The third big challenge for us was that there are many strong competitors in the market. That also shows, however, that this segment holds a lot of potential, which we want to tap together with our client. To do that, we had to find out how to place our ads better than the competition while keeping costs low.
03 · Our solutions
Our solutions
First, we built a well-thought-out campaign structure in Search and Shopping, divided by fruit category and seasonality.
We then focused on giving the algorithm the room it needed to scale, with automated campaigns, multiple shopping feeds and parameter adjustments in the Shopping area.
In addition, we changed the tracking and implemented targeted remarketing so that leads searching for specific keywords always see the ads we created.
In addition, our data analysis showed that expanding the business model with “Subscribe & Save” in the store will lead to more revenue: customers get both a discount for regular orders and priority delivery for scarce fruits.
This strategy increases the lifetime value of such a buyer, makes them more valuable and allows the campaign budget for this audience to be increased at the same or even better ROAS.
04 · Results
Results
With our optimizations and solution strategies, we made our client very happy. That shows especially in the comparison of the key figures for 2020 and 2021:
- 484 %
- Increase in revenue
- 831 %
- Increase in conversion value
- over 36%
- Reduction in cost per conversion
- almost 50%
- Increase in ROAS
