![\"Google](\"https:\/\/robertableson.com\/wp-content\/uploads\/2021\/10\/Google-ROAS.png\" "\\"\\"")
That’s a whopping 10.78 ROAS and is ultra-profitable<\/strong> for them. <\/p>\n\n\n\n *Insert astounding move gif here*<\/em><\/p>\n\n\n\n Here is how we got to the results and how the campaign is structured for maximum results.<\/p>\n\n\n\n Contents<\/p> Here is exactly how these results have been possible. This includes:<\/p>\n\n\n\n Now, the truth is, in order to obtain high ROAS, campaign structure is not really important.<\/p>\n\n\n\n However, have you ever ran across the house or appartment trying to find your damn keys when you were already running late to an important meeting even though you swore you always put them at the same exact place? Yeah… <\/p>\n\n\n\n And just like that, your campaign structure becomes less of a luxury and more of a necessity to be effective. It makes it easy to manage all aspects of a campaign by knowing where everything is at all times.<\/p>\n\n\n\n So indirectly, campaign structure is important. And here is how ours are usually structured.<\/p>\n\n\n\n FYI: Our client’s goal is to promote ready to eat vacuum-packed meals.<\/p>\n\n\n\n Goal of the campaign: To best represent the product or service you are selling and control targeting and ad spend. Represents each type of individual variation or search query with many ad groups containing. Each of these ad groups has the exact ad group name single keyword or multiple tightly themed keywords. As for the ads, since every ad group is either a single keyword (SKAG) or a single theme ad group (STAG), ads are always highly relevant to the ad group.<\/p>\n\n\n\n We always have at least 2 ads running side by side. <\/p>\n\n\n\n We like to play with different themes for both ads. One could be about “Get the best X now” and the other more about “Top rated X in Y city”. Create headlines and make them go head to head.<\/p>\n\n\n\n If you are running ads and only have 1 ad for a possible outcome, you are difinitely leaving money on the table.<\/p>\n\n\n\n By ad optimiziation alone, we often 2x to 50x previous results.<\/p>\n\n\n\n Since ads are the first contact a potential customer has, the copy is very important in order to make it work and will greatly affect your results.<\/p>\n\n\n\n As an example, for this campaign, our average CTR is over 18%. This means that our ads are highly relevant and lots of people are clicking.<\/p>\n\n\n\nHow we got 10.78 ROAS with Google Ads<\/span><\/h2>\n\n\n\n
Campaign structure<\/span><\/h3>\n\n\n\n
At the campaign level<\/span><\/h4>\n\n\n\n
In our case, our campaign is named: Vacuum-sealed meals
Note:<\/strong> This could be even more precise in our case, like per meal type. This particular client did not want to have the campaigns updated every week based on their weekly changing menu, so we settled on a higher-level name and theme and still get great results.<\/p>\n\n\n\nAt the ad group level <\/span><\/h4>\n\n\n\n
In our case, we have the following 4 ad groups active for september 2021: Prepared meals, Pre-cooked meals menu, Delivered pre-cooked meals (because they offer delivery) and Vacuum-sealed meals.<\/p>\n\n\n\n
Note:<\/strong> We could add many more ad groups. However, based on our previous tests, these are the 4 best converting ad groups and the 1k$ \/ month allocated budget reaches only 36% of searches. This means that these ad groups could even be scaled up a bit, so no use in diluting the budget elsewhere for the time being given the results.<\/p>\n\n\n\nAt the ad level<\/span><\/h4>\n\n\n\n
![\"Google](\"https:\/\/robertableson.com\/wp-content\/uploads\/2021\/10\/Google-CTR.png\" "\\"\\"")
![\"Google](\"https:\/\/robertableson.com\/wp-content\/uploads\/2021\/10\/Google-campaign-results-september-2021-1024x245.png\" "\\"\\"")