Rebuilding the Google Ads Account From the Ground Up

Our hats off go to Rob. Having previously run an e-commerce business and now Truckit, he self-taught himself Google Ads, and speaking candidly, he was doing a better job than most. We could speak in PPC acronyms and it all made sense to him, it was beautiful. 

However, Rob’s biggest barrier to scaling Google Ads was his lack of time and as such, the account structure was set up in a way to accommodate for this. 

For us to inevitably scale his monthly ad spend 350% and ROAS 22% we had to create a lot more work for ourselves. The existing 7 campaigns which were all using automated bidding strategies have since expanded to 98 enabled campaigns with various bidding strategies set based on campaign performance and objective.

We spent countless hours reviewing his Google Analytics data to identify types of freight and their respective average order value (AOV). This data then informed 3 groups – high, medium, and low transaction value. 

This group label was appended to our campaign naming convention and guided us to ensure we optimise campaigns according to their respective AOV. 

For example, we could let the CPA for heavy machinery go significantly higher than, say, motorcycles due to the higher transaction value associated with heavy machinery. 

“Farsiight had a broad range of knowledge and came in with a good experience level that exceeded our abilities with paid search. They understood the marketplace which isn’t a typical e-commerce store. Their team understood the challenges of bringing the two sides of the market together to actually make a transaction. They analyzed and identified points to turn our business around quickly. Now, Farsiight runs all of our paid campaigns and comes up with ideas. In particular, their team has supported our Google AdWords and BingAds efforts.” – Robert Russel

Setting up a Data Analysis Framework to Inform Our Marketing Strategies 

As any marketplace owner would know all too well, there are countless metrics outside of paid ad campaigns that can impact the performance of paid advertising. It’s very much the case in the world of Truckit. 

As such, it is of the utmost importance that Farsiight remains on top of these business metrics each day. 

To do this, we created Rob custom Data Studio reports that used multiple data feeds (Google Analytics, Google Sheets, Google Ads) to pull in this critical data in realtime. 

It’s these internal metrics that inform how we adjust bids and how much budget we should be allocated on a week-to-week basis to ensure ROAS is above target.  

Driving Consistent Improvement Through Consistent Testing of New Strategies  

Here is a sample of some of the new strategies we have tested to date. However, we will keep this high-level so as to protect our clients IP:

1. We reached statistical significance that searches that include locations have higher conversion rates. Armed with this data, we made changes to our campaign structure to ensure more budget went towards these terms. 
2. Setup remarketing campaigns for search to alter messaging and increase budgets & bids for previous visitors of the Truckit website. 
3. Identified days of the week which consistently underperformed and blew out the CPA. Bid adjustments were implemented in order to pull back on these days to ensure ROAS remained consistent throughout the week. 
4. Implemented a display remarketing campaign to hit visitors that had created a listing to remind them to come back to Truckit to complete their booking. The ads are contextual to the type of freight in which they are looking to move to improve CTR. 
5. Identified top-performing in-market audiences and used these to create targeted search campaigns to maximise impression share. 
6. Advised on new landing page structure and copy to improve website conversion rate on category specific pages. 
7. Identified top performing segments (match type, device, age, etc) to inform campaign segmentation to ensure the budget is going towards highest performing segments.