How we helped Nut & Noggin get profitable with segmented Google Ads campaigns

Following a free audit of the account’s existing campaigns, Nut & Noggin tasked us with implementing our recommendations to improve performance and manage the account on an initial two-month basis, to ensure the changes had the time and attention needed to properly bed in.

The biggest change was the introduction of properly segmented campaigns and adgroups. Doing so allowed for better keyword group and ad personalisation, something that we know massively improves the quality scores that determine ad rank. Through this we were also able to better tailor bids and ads based on who the searchers were, and their position within the buying cycle.

Shampoo and general beauty and hygiene products have long been difficult to market on Google, due to high competition and typically low product costs. Through market and product research, we were able to better position Nut & Noggin, which is a plastic free, premium brand, with longer tail keywords replacing the broader terms that were initially being used. This saved wasted click spend and improved the quality of the click as we were getting, and pushed the product out in front of more audiences relevant to the product’s niche category.

Improving Shopping results was our biggest challenge. After consolidating the account’s original shopping campaigns, we reviewed and optimised the product listing ad to help the product better stand out in the results page, as well as adding in a host of new negative keywords to better control the terms that were triggering the ad.

Of all the recommendations from our initial audit, the addition of a Remarketing campaign was the most crucial, as it wasn’t being utilised at the time. As shoppers on google are out for the best deals, we created a campaign to reposition Nut & Noggin in front of past website visitors and cart abandoners. No discount was offered initially, just a reminder of the brand and the product they were interested in.