Navigating Digital Waters: Charting a Course with Google Ads for Marine E-Commerce

350%

ROI

≈ 27 USD

CPA

≈ 0.6 USD

CPC

Business Situation

Since its inception, Aakron Xpress, based in Auckland, New Zealand, has been a leader in the sale of boats, boat trailers, tiny homes, and related products. With a diverse product line featuring various models, features, technical specifications, and prices, Aakron Xpress faced the challenge of connecting with the right buyers for each unique product.

Challenge

Aakron Xpress approached Tula Digital Marketing in September 2019 with specific needs:

• To effectively reach potential buyers for their wide range of products.
• To optimize their Google Ads account for maximum efficiency and sales conversion.

The primary KPIs for this project were:

• Form submissions on the website.
• Clicks or copies of the email address.
• Calls made from the website.

Solution

Tula Digital Marketing’s approach involved:

• Setting up search advertising for main product categories.
• Implementing GDN banner ads targeting outdoor enthusiasts.
• Launching remarketing campaigns for site visitors who had not yet made a purchase.

We focused on increasing CTR, decreasing CPC, and reducing conversion costs through dynamic search ads, comprehensive ad extensions, and strategic campaign adjustments.

Customization

• We tailored the search advertising structure based on the range of Aakron Xpress’s products and relevant search queries.
• The GDN campaigns were segmented into different groups based on audience demographics, keywords, and site themes.

Outcomes

While working on the project, we tried different advertising campaigns. We discontinued those for which we observed a small margin or for products the client had stopped selling.

Metrics showed significant improvements:

Performance Benefits

• Effective PPC advertising configuration.
• Significant increase in sales conversions.
• A focus shift from advertising to fulfilling orders and expanding product lines.

Conclusion

Our collaboration with Aakron Xpress demonstrates the power of well-configured PPC advertising in reaching specific buyer segments. The consistent monitoring and adjustment of campaigns, coupled with client feedback, were key to our success. This project resulted in over 200 conversions, sales growth, and a lasting partnership with Aakron Xpress.