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Case study: Vinyl Warehouse · Google Ads Shopping and Search
A Google Ads case study: how we rebuilt the Shopping and Search campaigns for Vinyl Warehouse, a UK provider of adhesive decorative products, to scale sales and improve profitability.
About the client
Vinyl Warehouse is an industry leading provider of adhesive decorative products. Its website, vinylwarehouse.co.uk, is based in Alton, Hampshire, and describes the business as an authorised UK main supplier of d-c-fix furniture and kitchen wrap, with window film in the range as well. These are products that people use to refresh a room or a piece of furniture without the cost of replacing it, which makes them popular with home improvers and makers who like to do the work themselves.
As an e-commerce business, Vinyl Warehouse relies on online sales. That makes the Google Ads account a core part of the business, and it is why the cost of each sale mattered so much.
Selling decorative products online has a particular character. Customers are shopping with their eyes, so the product image and the price on a shopping listing do much of the selling. Many are comparing several suppliers for the same item, and many of those suppliers advertise on the same terms. A product range with a lot of variety, from patterns and finishes to sizes, also means a lot of listings to organise and keep in good shape.
That is where Shopping campaigns come into their own, because they put the product, the picture and the price directly in front of a shopper who is searching for it. Search ads fill in the rest, reaching people who describe what they want in words. When the two are well organised, an online shop can see which products and searches pay their way and spend more where the return is good.
Our records show Google Ads work agreed in December 2018, social media in October 2019 and Bing Ads in March 2021. This case study is about the Google Ads Shopping and Search campaigns.
The challenge
Vinyl Warehouse approached DPOM to help scale sales and improve profitability, without increasing costs.
After an initial audit by our strategists, we discovered that CPAs were too high to be consistently profitable, and that the campaigns suffered from low Quality Scores and poor CTRs. CPA is what each conversion costs, Quality Score is Google's rating of how relevant your ads and landing pages are, and CTR is the share of people who saw an ad and clicked it.
What we did
We recommended a complete rebuild of the account, using historical data to form the basis of a new campaign moving forward.
Better structure means the account is organised so that each group of products and searches can be managed on its own. More compelling ads and more advanced targeting aim to reach the right people with a message that makes them click.
The results
After the rebuild, conversions grew without any additional ad spend. In fact, ad spend reduced slightly. The headline on our original page is a 1384% increase in sales, and its results figures are listed below.
CPA fell by 93% and the conversion rate rose by 746%, while ad spend fell by 15%.
More results
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Read the case study: MotorwiseCase study FAQs
Shopping ads show a product with its picture, title, price and shop name, taken from the shop's product data. Search ads are text ads shown against what people type into Google. This account used both.
Quality Score is Google's rating of how relevant your keywords, ads and landing pages are to what people search for. It is one of the things that affects the price you pay per click and where your ads appear.
CPA stands for cost per acquisition: the ad cost divided by the number of conversions. If CPA rises above what a conversion is worth, the ads stop paying for themselves.
No. Every account and website starts from a different place. These figures are what happened for Vinyl Warehouse, not a promise of what will happen for you.
Use the Free audit tab in the form at the top of this page, or call 0115 647 0111.
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