Streamlining Feed Management: Achieving 12x ROAS for Merchants of the Sun Through Technical PPC Optimization
Merchants of the Sun is a distinguished Australian jewelry brand founded in 2020, specializing in handcrafted silver and gold jewelry. The company has carved a unique position in the premium accessories market with a commitment to sustainable luxury and ethical sourcing practices. Operating across two key markets, Australia and the United States, Merchants of the Sun’s e-commerce platform serves a global customer base seeking high-quality, artisan jewelry.
However, the international jewelry e-commerce landscape posed significant challenges, particularly with managing multi-currency operations and ensuring compliance with varying regulatory environments in both regions. The technical infrastructure required to maintain accurate pricing and seamless product data representation across two currencies—AUD for Australia and USD for the U.S.—was complex and prone to errors.
Solving Feed Conflicts: How Merchants of the Sun Increased ROAS to 12x with a Precise Google Ads Strategy
The client faced critical issues with product feed management that hindered their Google Ads performance. Product data submitted to Google Merchant Center was inconsistent, leading to widespread disapprovals, particularly due to pricing discrepancies between advertised prices and landing page prices. Conflicting feed systems, such as Shopify’s native Google Channel app and Simprosys feed management, created confusion, with Australian prices showing up in U.S. campaigns and vice versa. These issues led to poor ad visibility, low click-through rates, and diminished conversion performance. As a result, Merchants of the Sun needed to resolve these technical issues urgently to restore product visibility, improve compliance, and scale their operations effectively across both markets.
The Goals
- Restore product approval in Google Merchant Center to recover product visibility and ad performance.
- Resolve currency mismatches between AUD and USD in both Australian and U.S. markets to ensure accurate pricing.
- Eliminate feed conflicts caused by the simultaneous operation of multiple feed sources.
- Increase click-through rates and conversion values across both regional campaigns through accurate product data.
- Improve campaign compliance with Google Ads policies by resolving pricing discrepancies and ensuring alignment between ads and landing pages.
- Establish a scalable PPC system that supports dual-market operations and long-term business growth.
Approach
- Conducted a thorough technical audit of the client’s Google Ads campaigns, identifying root causes of feed issues, including conflicting data from Shopify’s native Google Channel app and Simprosys.
- Disabled Shopify’s Google Channel app to eliminate duplicate feed submissions and let Simprosys manage the feed as the single authoritative source for product data.
- Resolved currency mismatches by ensuring that AUD prices were displayed in Australian campaigns and USD prices in U.S. campaigns, ensuring alignment with regional pricing structures.
- Tested landing page experiences to ensure advertised prices matched actual prices, eliminating discrepancies that led to policy violations.
- Implemented Performance Max campaigns and creative asset optimization, including product imagery, video content, and updated ad copy to meet Google Ads policies while showcasing the brand’s premium jewelry offerings.
- Restructured bidding strategies, transitioning from manual bidding to automated bidding for better cost-efficiency and conversion tracking.
- Created a robust attribution model to accurately track the entire customer journey and ensure budget allocation was optimized across both regional campaigns.
- Weekly campaign monitoring to ensure continuous product approval and real-time performance optimization.
The Results
- Achieved an impressive 12x ROAS, reflecting a 1,147% improvement from the previous ROAS of 0.98.
- Restored product approval within Google Merchant Center, enabling full visibility of the jewelry catalog across both Australian and U.S. markets.
- Resolved currency mismatches and improved the customer experience, resulting in higher engagement and more accurate pricing.
- Reduced discrepancies between advertised and landing page prices, which led to higher click-through rates and conversion values.
- Streamlined feed management through Simprosys integration, providing operational stability and scalability for dual-market operations.
- Achieved a consistent and sustainable PPC system that supports long-term growth and visibility in the competitive jewelry market.