Salter belong to the FKA Group and are the well-known name behind many household products, specialising in kitchen and bathroom scales.

The objective

With a fairly small budget, we aimed to achieve a positive ROI of over £5 via Google Shopping Ads in a crowded marketplace, where Salter products are being sold very competitively elsewhere. Quite the challenge – especially because the ROI being hit every month between January and June 2019 ranged from only £2.23-£3.23.

Weighing up the options

In July, we refreshed Salter’s approach to Shopping ads based on successes we’d had with other recent client campaigns.

Starting from scratch, we:

  • Ensured the merchant center feed was up to date
  • Launched new smart Shopping campaigns
  • Utilised audience learnings from Salter’s paid search campaigns
  • Implemented ads across specific product groups and placements

Taking an educated approach to our campaign strategy meant we were more likely to gain the most positive return possible for Salter. Going in blind and hoping for the best will only get you so far – and it won’t work for PPC.

In a short amount of time, we discovered where the best returns could be made and focused optimisation and budget towards this, reducing wastage and increasing the ROI.

Perfecting the balancing act

We had high hopes for Salter, but the performance in July exceeded even our lofty expectations. They finished above our target of £5 ROI, generating a ROI of £7.35 – almost 50% more than our goal.

More budget is now focused on these leading Salter Shopping campaigns. Our goal is to replicate – and exceed – their positive results in August.