E-commerce store
336 sales
On SAR 9,694 in eight weeks · against 313 sales on SAR 31,550 in the full year before
A 900-plus-product store was getting plenty of clicks and too few sales. Same store, same catalogue, same market, different account management.
The revealing indicator was 85,901 clicks against 313 sales. I stopped the unsupported campaign type, removed broad irrelevant keywords, and rebuilt around the actual catalogue.
What was happening
The account had spent SAR 31,550 over a full year and produced 313 sales. Then it came to me. Same store, same products, same market. The only variable was who was managing it.
What did not add up
One indicator explained the whole account: 85,901 clicks against 313 sales. When clicks are plentiful and sales are scarce, the problem is not how many people arrive. It is who arrives.
What I changed
- I stopped a campaign type Google had already discontinued support for.
- I removed bidding on keywords unrelated to the products in the store.
- I rebuilt the campaigns around the store’s actual categories.
- I lowered daily spend rather than raising it, because waste is not fixed with more of it.
What happened next
- Previous management
- 313 sales on SAR 31,550 in a year
- After the ad account moved to me
- 336 sales on SAR 9,694 in eight weeks
- Revenue
- SAR 205,370 on SAR 18,940
- The telling indicator
- 85,901 clicks against 313 sales
The evidence
What this means for a similar account
If clicks are high and sales are low, raising the budget is not the first move. The first question is whether the right people are reaching the store at all.
Had the owner doubled the budget that year, he would have doubled the loss. The account was spending twice what I spent, using a discontinued campaign type, and bidding on keywords unrelated to its products. The budget was never the problem.
Recognise your account here?