The Client
Delticom AG is the European market leader for online tyre and wheel sales and distribution. They operate 140 online stores in 42 countries, with Repeat being selected to take over the Google Ads management for the UK store, mytyres.co.uk, from the incumbent agency.
The MyTyres UK site has tyres for all types of vehicle, from cars and motorbikes to trucks and RV’s. There’s thousands of options available on the site, catering for everyone.
One of the funnest parts about working with Delticom is that we have insight into the Google Ads performance stats for each country on a weekly basis, allowing direct comparison with other countries and other agencies (more on this further down).
Our targets & goals
Fix the Mess Left by the Previous Agency
The account was cluttered, inefficient, and underperforming. Our first priority was a full audit and cleanup to regain control and clarity over campaign performance.
Hit Aggressive ROAS Targets Fast
With ROAS benchmarks not met for over 6 months, our challenge was to meet performance targets within 3 months.all while using the full ad budget efficiently.
Regain Competitiveness Across Global Markets
Our goal wasn’t just local improvement—we aimed to lift the UK account from the bottom of Delticom’s global rankings and place it among the top-performing countries.
As mentioned above, our strategy must completely align with the goal of achieving the client’s target ROAS as soon as possible.
Here’s a list of some of the key changes we made to the account within the first 2 months, to give us the best chance of hitting the target.
Paused any campaigns that weren’t achieving the target ROAS for the 90 days prior.
- Reallocated budgets to campaigns which were achieving the target ROAS.
- Mass paused any ads with poor stats (mainly old expanded text ads that have been discontinued by Google.
- Turned off 1,385 ad groups (everything with -10 impressions over the past 90 days).
- Turned off 8,018 redundant keywords (all with -10 impressions past 90 days).
- Renamed a lot of the German campaign names to English (so we can understand them, making management way more efficient).
- Tidied up & paused 100s of extensions, bringing them down to account level rather than having many duplicates across campaigns.
- Turned off auto generated assets.
- Excluded a lot of irrelevant URLs from PMAX campaigns.
- Created a MyTyres brand exclusion and added to campaigns that required it to segment brand searches from generic campaigns.
- Created a “top performers” campaign to split out the top performing ad groups from the rest, giving them their own budget and bid strategy.
- Budget changes throughout the month to ensure we’re spending/staying on top of budget across the account.
- Removed some shared bid strategies that weren’t in use.
- Consolidated any ad groups that could easily be merged.
- Built one off promotion campaigns requested from the client.
As you can see from the above list, much of the strategy was to tidy up the existing setup as it was extremely messy and complicated to understand, making it difficult to manage. In terms of hitting the ROAS targets, the key was to pause any poor performers and reallocate spend to high performing campaigns.
It might sound easy, but when you’re dealing with multiple conflicting campaigns and hundreds of variables, it’s anything but!
Since the account has been in a ‘tidier’ state, we turned our attention to scaling the best-performing campaigns, and further optimising those that struggled to hit the target ROAS.
Alongside the general account optimisations, we also support the client with manufacturer-specific promotions at various intervals throughout the year.
What we achieved
Now, you’re probably wondering if we hit the ROAS target, right? Well buckle in for the results!
Across 2024, we increased their ROI by 18% and grew sales by 10% compared to 2023!
I know, I know, you were probably expecting much larger increases as everyone loves massive percentage increases in case studies… but for such an established brand, both us and the client are super happy with what we achieved. Oh, and we did it with 15% less ad spend for the year too, representing a big saving for the client!
And to prove just how happy the client has been with these results, they gave us two more brands to manage, both of which are also performing exceedingly well!
Three brand wins from one case study – woop woop!
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