Google Ads Campaign for an Online Store That Sells Custom Beer Tap Handles: CTR 6.76% & AVG CPC $0.87

Client: Xpress Taphandles
Industry: restaurant & bar equipment
Project start date: June, 2022
Duration: ongoing

Quick Summary

In this unique case, we would like to share our experience working with an online store that operates a narrow market niche. Our client produces and sells personalized tap handles for breweries and homebrewers. Learn how we set up a Google Ads campaign from scratch and managed to significantly increase brand awareness and onboard repeat customers for this startup.

Background

Xpress Taphandles is a mono-brand that offers unique branded tap handles for beer towers and kegerators. Such a product is in high demand as it is widely used in restaurants, tap rooms and bars.

By applying for our PPC management services, this e-commerce startup gained instant product visibility in the TOP of search results from the first days of the search ad and shopping campaign launch and received its first orders.

PPC Campaign Results

• 6.76% CTR of search ads
• $252.43 — cost per conversion (wholesale order)
• $0.87 — average cost per click

 

The Challenge

One thing we have to note here is that working with startups is a huge responsibility in itself and is never easy, especially when it comes to wholesale sales. Another complicating factor was the company’s rather narrow target audience (large breweries, craft breweries and homebrewers) and a single product — personalized tap handles for draft beer towers.

But the real challenge of this ecommerce startup was in its mostly wholesale nature and also the fact that every new client, as a rule, became a regular customer with a significant LTV. Therefore, in this case, the seemingly high price for attracting a new client in such a complicated niche was not an issue for the company’s owner, who viewed this as a reasonable investment.

As difficult as this task was, we managed to pull it off and eventually increased the site traffic to 1.8K users during just the first months (+5,335.3%).

How did we manage to do it and what tools did we use? Read on to find out!

PPC Strategy

• Setting up analytical tools
• Conversion tracking setup
• Search campaigns
• Remarketing
• Performance Max campaign

Our Solution

The ad campaign launch allowed us to scale the customer base and increase their loyalty to the new brand.

Checking the website functionality

We always start the project tasks by checking whether the site is functioning properly. This online store had just been developed at that time, and before driving some serious traffic to it, we made sure to check its functionality, accessibility, and other UI/UX-related parameters.

Setting up analytics tools

The next logical step would be checking the settings of analytics systems. And in this case (working with a startup), we needed to set everything up from scratch, which was even better. We have properly configured Google Analytics, Facebook Pixel, Google Tag Manager, and Google Tag Assistant.

Setting up conversions

Setting up events on the site is another important step. Conversion tracking lets you know how often clicks on your ads lead to actions that are beneficial for your business: purchases, adding items to cart, signing up for newsletters, filling out forms, etc.

For this project, we identified all the necessary conversions on the website, analyzed them and configured them properly in the analytics systems. This stage is an integral part of the process of measuring the effectiveness of advertising campaigns and return on investment (ROI) within the project.

Setting Up Search Ads

Setting up Google Ads for an online store from scratch allowed us to avoid potential problems in the future, which is basically our main principle: do the right thing from the beginning, and the desired results will come.

In the new Google Ads account, we:

• created logical and understandable structure;
• selected relevant queries;
• regularly monitored the effectiveness of advertising campaigns;
• made timely changes to ads to improve efficiency: worked on search queries, selected negative keywords, tracked ad quality indicators, and researched the effectiveness of bidding strategies.
   

It’s this approach that allows us to achieve maximum results both when launching new and developing existing ad accounts. And we’re proud of it!

Also, as part of this project, we set up the following ad campaign types:

• Search Campaign
• Remarketing
• Performance Max Campaign

Naturally, even in such a narrow niche, there are big players who have been around for a long time and earned a certain level of trust and recognition among potential and existing customers. But at the same time, thanks to the competent ad design, short, clear texts and calls to action (CTAs), we managed to reduce the cost per click and get ahead of our competitors for certain queries.

In addition, we managed to boost the client’s brand recognition by displaying ads for relevant queries in the highest positions in advertising blocks.

The Results

Thanks to the well-organized ad account, proper setup and testing of various strategies as well as careful preparation of search ads, the results of our advertising campaign were quick to follow.

We successfully reduced the average cost per click to CA $0.87 and increased the CTR to 6.76%, which allowed us to effectively optimize costs. At the same time, the average cost per conversion was CA $252.43, which is acceptable due to the high LTV of each client.

 

An expert approach and the right strategy can help you create a high-quality and efficient ad account for your online store. Let the professionals do the job!

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