Considering the selling aspects of Wi-Fi Booster and how the demand has only increased during the lockdown, we have been running the campaign on Google Display Network. Two months ago, our revenue turned out to be $300k with a profit of $85k and the ad continues to grow now.
This ad campaign has been running for over a year on both desktop and mobile devices and basically, it was a search campaign. We drove the users through the Search Network and eventually, remarketed the product via GDN which led to a lower CPC and cost per conversion that made it a profitable campaign.
Why Did We Choose WiFi Booster As Our Product?
• One of the products that have entered the zone of essential items is the WiFi booster. As people search for it throughout the year, this makes it a stable niche. Unlike the seasonal goods that have a limited life cycle, WiFi booster is a perennial product.
• People often struggle with WiFi connectivity around their house as some areas receive a poor signal strength that causes inconvenience for the user. That’s when WiFi Booster is brought into play to amplify the existing signals that will reach all the regions by dismissing the initial constraints.
• During the lockdown, the sales on this product surged for evident reasons. WiFi Booster resolved the major internet connectivity issues faced by the people while working remotely.
• A study of the Amazon reviews for this product reveals the benefits that the users have experienced after connecting it.
• This is one of the products with a huge search volume associated with it and on further research, we found plenty of offers available on the device. We witnessed an escalation while promoting the product through Affiliate networks as affiliate managers drove it towards the advertisers persuasively.
Achieving A Profitable Ad Campaign
Initially, the CPC of the Google ad campaign may be high but after the optimization and feeding the data to the algorithm, CPC decreases. We attained an average CPC of $0.83 for our ad campaigns for the WiFi Booster. We tested the product on Facebook ads and turns out, the conversion rate in the case of Google Ads was double as compared to Facebook. So, we concluded that Google offered better stability in this scenario.
Focus on the CTR:
Keeping our eye on the ball and taking into account the competition in the field, we strategized on achieving a great value of CTR for our campaigns.
The Amazon Review Method contributed majorly to our strategy as we went through the reviews written by the buyers under the same product and noted the pain points of the consumers and also, the advantages of this product mentioned by them. This observation gave us an insight into what the prospective customers are looking for. We moved forward from there!
Multiple Ad Copies:
Further, we tested 10-15 ad copies for the Search Network and even more for the Display Network to finally attain the best ad CTR and appear above in the Google search done by the potential buyers. The goal here is to conquer the first position in the search.
One of the crucial steps involves finding high-converting search terms regularly and adding them to Google Keywords. That’s what we did here with an aim to trigger our ads through exact match instead of a broad match modifier to generate a lower CPC and a better conversion rate.
Targeting the Right Audience:
While running the ad campaigns and observing the statistics for the WiFi Booster, we realized that there was one set of audiences who completed the purchase after clicking on the ad. After knowing the audience who gave us a desirable conversion rate and consequently, a rise in our sales, we created a fresh campaign that mainly targeted them.
Different Campaigns for Mobile and Desktop:
Setting up all devices (mobile and desktop) in a single campaign is not a smart move when the advertiser is aiming for an ideal CTR value. Mobile and desktop are two distinct devices with individual features and attributes and so, running separate campaigns for each of them is advisable.
We encountered a surprising occurrence in the stats for our separate campaigns. Usually, many of us would predict that mobile devices offer better results and cost less but here, despite a lower CPC, the conversion rate in the case of mobile devices was less than that for the desktop.
The desktop gave us a conversion rate of 2.35% (CPC: $0.90) for this product while the mobile devices had a CR of 1.73% (CPC: $0.75). Unexpectedly, we received cheaper conversions from desktop and this made us appreciate the testing phase of the ad campaigns.
Testing out Different Geos:
After running the Wifi Booster ad campaigns in one location, we took the scaling beyond the U.S. boundaries and cloned the winning campaign to test it on other locations for both devices – mobile and desktop. The developments were yet again remarkable with a much higher CTR in Germany.
Evidently, duplicating a campaign and changing the location can be a great technique and a profitable marketing approach.
Setting up Your Own Product
Working with affiliate networks lands us with 80% of the revenue share and then, there’s another rake-off by the product owners. One can skip this part of sharing the revenue by having a personal setup of the products, inventory, and marketing. Moreover, it is extremely convenient and smooth sailing once the process is initiated.
We discovered the pros of setting up our own product a while ago and with the sales of Wifi Booster increasing significantly making it a winning product, we began shipping it from our E-commerce website. The warehouse, product availability, and delivery were arranged systematically in the U.S. by us and we were solely in-charge of every detail including the pricing, bundles, and other aspects of selling the product.
With this approach, we were even able to upsell by adding another product at the end of the funnel once the lead is converted and has taken action. One pop-up led to the selling of 20,000 masks priced at $10 each!
A winning product can open the roads to a better marketing strategy and profitable campaigns as we keep testing and follow various techniques for a successful conversion.
Picking up a perennial product that your audience is searching for, testing it consistently for pushing it towards the winning category, and eventually taking the marketing funnel of the product in your hands would escalate the journey towards becoming a key player in the industry.