What to do when the older ones line us up for the dunes?

Or how to generate maximum ROAS in Google Search Network for AladinFoods in a highly competitive environment

 Daniel Markov

 

What was the situation when the client came to us?

We all know who AladinFoods are, so we can afford to skip the introduction section. As you read this, you know who we are and what we do. You may already be solving the puzzle of why we met and wanted to work together. And the missing piece is the online store, where you can order food for home.

Where did we start?

We started with the clear goal of generating a maximum return on our advertising budget. It is clear that online food orders are popular with people, and given the well-known brand, it should not be difficult to achieve our goals. The challenge began with the fact that ordering food online is a market with two very well-known brands that offer AladinFoods products.

Even when we were planning our first AladinFoods campaigns, we knew what our priority channel should be if we wanted to generate maximum returns that were easily measurable online. But of course others had already settled there. We are talking about the Google Search Network, whose leading positions are occupied by the brands that are always there when you search on Google what to order for lunch.

What approach did we take?

Given the circumstances of the initial analysis, it became clear that in order to be most effective, we must determine very carefully which people we want to target and how aggressively we should fight for their click, because even with optimal account structure (with between 9 and 10 Quality Score of our keywords) the cost per click of the top positions in the SERP will be well above the average values we are used to looking at in the accounts.

How did we carry out our plan?

People who follow our blog probably already know what in-market audiences are in Google Search and how we can take advantage of RLSA (Remarketing Lists for Search Ads). If we need to identify the important elements in the structure of our search campaigns, we must note:

• Careful selection of keywords;
• RLSA;
• In-market for Search Ads;
• Location targeting;
• Hourly targeting;
• That we left our PPC (pay-per-click) ego at home, which allowed us to determine the most important KPI (Key Performance Indicator) for campaigns - ROAS. The high Impression Share and the first position in the SERP are things that were simply not realistic given the competition  

And if you're like us and active in Google Search campaigns, you'd say -  "No matter how aggressive our competitors are, our brand keywords will guarantee us good results. We will be in the first place and we will pay pennies. ”The fact that AladinFoods is a well-known brand that generates a lot of interest in search engines. However, a fact that not only we know, and even our brand keywords had to be responsible in every Google auction. 

What results have we achieved?

After initial setup and testing with bidding strategies, in July we reported over 1,140% ROAS of our Google Search Network campaigns. We only report this value for online orders, not including on-site and phone orders, which is still a popular way to order food.

We also shot a video for the case study, which you can see here: