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Case Studies
B2C & B2B Subscription Platform
Digital Repair Manuals
eManualOnline is a leading ecommerce business, offering over 2.5 million digital repair manuals for everything from cars and boats to construction and agricultural vehicles. They needed an optimized Google Ads strategy to scale their business profitably while reducing wasted ad spend.
Results
Increased revenue
Improved ROAS
Raised ad CTRs
Boosted order volume
Grew net profits
eManualOnline aimed to:
Test new marketing strategies to unlock higher sales volume
Reduce wasted ad spend
Maximize net profits from their ad campaigns
When we took over the account, eManualOnline faced several key challenges:
Outdated Google Ads structures that didn't leverage modern goal-based bidding strategies
Overlapping brand and non-brand campaigns, leading to inaccurate performance insights and inflated budgets
Underutilized remarketing strategies, limited to Google Display Network only
Generic and non-relevant ad extensions that failed to engage users and drive a higher click-through rate (CTR)
Inefficient Performance Max and Shopping campaigns with no clear strategy for maximizing Google’s machine learning capabilities
To address these challenges, we implemented a comprehensive restructuring that focused on improving performance while reducing wasted spend:
Deep Data Analysis: We conducted a detailed analysis of the previous year’s campaign data to identify opportunities for improvement
Campaign Restructuring: We restructured the existing campaigns to eliminate overlap and improve targeting, significantly reducing wasted ad spend
New Campaign Types: Introduced YouTube Ads and Demand Gen campaigns to broaden the brand’s reach and improve remarketing efforts
Audience Segmentation: By segmenting audiences based on past performance, we scaled up high-performing ad groups while reducing budgets for those that underperformed
Performance Max Campaigns: Launched Performance Max campaigns, which outperformed the pre-existing Smart Shopping campaigns with better results across key metrics
Flowboost Labelizer: We used the Flowboost Labelizer script to optimize Performance Max campaigns, focusing spend on top-performing products out of the 2.5+ million SKUs
Ad Extensions Revamp: Fully revamped ad extensions with relevant, category-specific assets to increase engagement and drive higher conversions
Server-Side Tracking: Implemented server-side tracking for more accurate data flow, improving Google’s machine learning for better decision-making
The success of this account was driven by a unique combination of advanced segmentation techniques in Performance Max campaigns and a full restructuring of their ad strategy. Leveraging server-side tracking allowed us to collect more accurate data, which enhanced Google’s machine learning capabilities and led to better decision-making across the board. This approach not only increased profits but also enabled the brand to reinvest in other marketing channels
The improved profitability and increased revenue allowed eManualOnline to scale operations into new marketing channels, including Pinterest and TikTok Ads. The client also reinvested in optimizing their website's user experience (UI/UX), driving further business growth through enhanced A/B testing and website improvements.
Let’s craft a customized roadmap to unlock the full growth potential of your Google Ads campaigns and drive your advertising success. Don’t let your competition get ahead.
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