Watco
Watco sells industrial floor paint, repair and maintenance products for floors, walls, roofs and carparks.
The company have a catalogue of over 3,000 products and a presence in the UK, Germany, Austria, France, Belgium and Poland.
Working alongside the UK digital marketing team, I have managed their Germany & Austria Google Ads & Microsoft Advertising accounts since 2022.
What we set out to do
In summer 2022 I launched Performance Max, at that time still a fairly new type of campaign that attracted mixed reviews from marketers worldwide. However it fully replaced all our standard Shopping campaigns over the course of a few months.
To maximise Watco’s results, I rewrote all product titles to optimise them for Google Shopping and refined our audience signals. I worked multiple iterations, using predefined audience segments (such as people interested in concrete floor paint) and our own data, including visitors to specific pages on Watco.de.
Regular testing and iteration included looking at:
- Product segmentation
- Product titles optimisation
- Campaign and asset group segmentation
- Assets: text ads, banners, videos and product information
- Bidding strategies
- Languages targeted
- Keywords to exclude
Impact
These figures illustrate the success of these Google Ads Performance Max campaigns YoY.
+13%
+8%
+6%
+26%
In 2022 the campaigns were struggling to achieve the target ROAS and so we underspent on budget most months. However, after my repeated rounds of testing and optimisation, by 2023 the ads’ performance had risen to meet and exceed the target ROAS. With the ad campaigns working, they consistently used up the available monthly budget.
Sonia has been a great extension to the Watco marketing team, offering flexibility, thoughtful insight and understanding of our business and our goals. As well as practical, hands-on management of our accounts, Sonia regularly offers additional thinking and suggestions for activities that will help further strengthen our digital presence and performance. Sonia’s unique combination of practicality, diligence, reliability and honesty – in addition to her PPC skills – means she is a valued member of our extended team.