Case Study 01_ Jersey Goal

Case Study: My Joursey Goal – Turning $100K into $400K in Revenue - 400% ROAS

Google Ads Case Study: My Jersey Goal

Client Background

Client Name: My Jersey Goal
Industry: E-commerce (Sports Apparel/Jerseys)
Location/Target Market: USA
Brief Description of the Client’s Business: My Jersey Goal is an online retailer dedicated to providing a wide selection of high-quality jerseys to sports enthusiasts across the United States. They cater to fans looking for authentic and replica jerseys from various leagues and teams, aiming to be the go-to destination for jersey purchases.

The Challenge

My Jersey Goal faced the common e-commerce challenge of scaling their online sales efficiently while maintaining a healthy profit margin. They needed a robust advertising solution that could effectively reach their target audience of sports fans, drive qualified traffic to their website, and convert that traffic into profitable sales. Their objective was to significantly increase overall revenue and establish a strong, sustainable return on their advertising investment.

The Solution: Google Ads Strategy

Our overall Google Ads strategy for My Journey Goal focused on maximizing revenue and ROAS through a multi-faceted approach, leveraging the power of Google’s advertising ecosystem.

Campaign Types Implemented:

Google Shopping Ads: This was a cornerstone of our strategy, optimizing their product feed for maximum visibility on relevant product searches. We segmented campaigns by product category and profitability, using smart bidding strategies to push high-margin items.
Google Search Ads: We developed a comprehensive keyword strategy targeting both broad and specific jersey-related terms, including team names, player names, and jersey types. We focused on high-intent keywords and continuously refined negative keyword lists to minimize wasted spend.
Dynamic Remarketing Campaigns: We implemented highly segmented remarketing campaigns to re-engage users who had visited the My Joursey Goal website but hadn’t converted. These ads showcased products they had viewed or similar popular items, driving them back to complete their purchase.

Key Strategic Elements & Tactics:

Targeting: We precisely targeted sports enthusiasts, leveraging Google’s audience segments (e.g., in-market for sports apparel, affinity for specific sports leagues) in conjunction with demographic and geographic targeting across the USA.
Keyword Strategy (for Search & Shopping): Extensive keyword research identified high-volume, high-intent terms. For Shopping, meticulous product title and description optimization within the feed ensured products ranked for relevant queries. Negative keywords were rigorously managed to filter out irrelevant searches.
Ad Copy & Creative: For Search Ads, compelling ad copy highlighted unique selling propositions like “authentic jerseys,” “fast shipping,” and “wide selection.” For Shopping and Display, high-quality product images and clear pricing were paramount. A/B testing was continuously employed to optimize ad performance.
Bidding Strategy: We primarily utilized conversion-focused automated bidding strategies like “Target ROAS” for Shopping campaigns and “Maximize Conversions” for Search campaigns, allowing Google’s AI to optimize for the highest possible return given our revenue goals.
Landing Page Optimization: We ensured that ad clicks led to highly relevant and user-friendly product pages or category pages on the My Joursey Goal website, with clear calls to action and seamless checkout processes.
Conversion Tracking: Robust Google Ads conversion tracking was meticulously set up and verified, allowing for accurate measurement of purchases, revenue, and ROAS, which was critical for informed optimization decisions.
Optimization Process: Daily monitoring and weekly deep dives into performance data allowed for continuous optimization. This included adjusting bids, refining audience targeting, pausing underperforming ads/keywords, allocating budget to top-performing campaigns, and identifying new growth opportunities

Results

Through our strategic Google Ads management, My Jersey Goal experienced significant growth and achieved outstanding financial returns:

After a 3-month campaign, My Jersey Goal achieved:

Total Ad Spend: $100,000
Total Revenue Generated: $400,000
Return on Ad Spend (ROAS): 4:1 (meaning for every $1 spent on ads, $4 in revenue was generated)
Conversions: A substantial increase in online jersey sales, directly attributable to Google Ads.
Conversion Rate: Improved from 1.8% to 3.5%, representing a 94% increase.
Average Order Value (AOV): Increased from $65 to $82, a 26% improvement.
Customer Acquisition Cost (CAC): Significantly reduced from $45 to $25, a 44% reduction.
Average Cost Per Click (CPC): Maintained an efficient $0.75 CPC, ensuring cost-effective traffic acquisition.
Impressions: Generated over 1.5 million impressions, significantly boosting brand visibility across relevant searches and placements.

This exceptional ROAS provided My Joursey Goal with a highly profitable and scalable customer acquisition channel. The consistent influx of sales allowed them to reinvest in inventory, expand their product catalog, and solidify their position as a leading online jersey retailer in the USA.