How Lemonilo increased the ROAS by 8x using Shopping Ads

+46%

-80%

8x

CVR increased

CPA decreased

ROI Increased

About Lemonilo

Lemonilo is a healthy lifestyle ecosystem that presents a variety of natural and affordable products for all needs free of 100+ harmful synthetic ingredients, partnered with SMEs from all over Indonesia. Lemonilo is on a mission to help Indonesian people to be happier and more productive, by living a healthy life that is easy and affordable.

Challenges

Becoming e-commerce that has tons of product is quite challenging when it comes to showing ads of all products, by utilizing product data feed we can run shopping ads. While doing bidding in shopping ads is a bit tricky due to plenty of product and limited budget, it affects the impression share that indirectly affect CVR and CPA.

Objectives

Google Shopping Ads – Shopping Campaign

⇒Want to improve CVR & decreased the CPA

Solutions

Bidding in more granular level using query sculpting technique

Subdivide product group granularity as detail as possible

Analyze past historical data to categorize the product based on performance and bid accordingly
Create 3 different campaign and using query exclusion to create funnel dripping effect and do bid adjustment

Focus on fewer products instead of all

Instead of bidding high in all product, just focus on few product that sells a lot in the past (top-selling product)

this prevents us from having impression share lost due to budget. and maximize our potential reach.

Bid low on rest of products

especially D category product that no conversion but cost a lot.

not all the products are equally valuable. we need to focus on products that bring us most ROI

Results

Lemonilo Shopping ads campaign was successful, conversion rate increased by 46% with the CPA decreased by 80%. Also the ROAS increased more than 8x while implementing this strategy (Feb vs Mar)