Big brand and even bigger results. One year of Delante & Endo collaboration

Transitioning and Creating New Performance Max Campaigns

Endo’s original Performance Max product campaigns were set up on the former agency’s CSS. Since it’s not possible to switch CSS within a single Google Ads campaign, we had to gradually pause the old campaigns while launching and setting up our own.

New Performance Max campaigns take time to deliver results – the tool needs it to gather data. This is why we created a detailed schedule with Endo to keep them informed when exactly the old ads would be deactivated and the new ones would go live

Modifying Search Campaigns

The former agency had run several search campaigns for Endo. We noticed that many of them didn’t fit well with the brand’s offerings. Others, in turn, didn’t perform effectively at all.

We thought it made more sense to focus on keywords that had historically delivered the best results and pause the less effective ones. We also took into account seasonal trends.

We either paused or adjusted the remaining search campaigns to fit them better into our standards.

Combining Display Campaigns

The display (banner) campaigns weren’t performing well at all. To fix this, we decided to merge them into two main campaigns:

• one for remarketing,
• the other to drive more traffic to the website and increase interest in the offerings among the target audience.

This strategy helped us cut down on banner ad costs pretty considerably.

By putting the budget into these two main ad campaigns, we noticed much better results than when spreading it across multiple smaller, and clearly less effective ones.

Introducing Broad Match Keyword Campaigns

Next, we went for the broad match keywords campaign setting. This allowed us to take advantage of what’s known as Power Pairing – a strategy recommended by Google experts to complement Performance Max campaigns. It did improve our results significantly.

Optimizing Costs for Remaining Campaigns

To promote smarter spending, we introduced a couple of changes to all the campaigns to use the budget more wisely. Throughout our year-long partnership, we:

• added seasonal ad groups, like promoting jackets in winter,
• created separate campaigns for new product categories as they were launched,
• set minimal budgets for products that weren’t in high demand, then adjusted the campaigns as interest grew. By continuously gathering data, we saw that the campaigns improved over time and delivered better results.

Effectively Managing Target ROAS in Campaigns

ROAS of the ad campaigns run by the former agency had not been adjusted regularly – actually, this aspect was neglected. As a result, campaigns had either underperformed or become nearly invisible to customers.

We took a different approach by monitoring ROAS almost daily. For new campaigns, we adjusted targets weekly, and for more stable campaigns, we made adjustments every two weeks.