Case Study

Our case studies are powerful tools demonstrating how we help our customers bring initial traffic and take it to the next level in a few months. We use the latest algorithms to bring noticeable outcomes that benefit our clients and make their businessess stand out online


Project Description

Mcintosh Mugs offers an extensive collection of fine bone china mugs inspired by art. We live by our vision: to create quality mugs that match the quality of your coffee. The website offers quality premium fine bone china mugs in different styles. The mugs are a perfect gift for holidays, families, and friends. Customers can place their order online, and the mug will be delivered in an attractive box.

The firm reached out to Deftsoft for assistance in delegating their budget to PPC cost-effectively. After being unsatisfied with the work of multiple agencies, the client explored the option of setting up their campaign, which was nerve-wracking task and didn’t yield many results.

Our PPC team, after analyzing the website, suggested a change in the strategy wherein we developed a new campaign to drive revenue and improve ROAS.

Objectives and
Client Expectations

The main objective of setting up the campaign was to increase conversion rate, CTR, ROAS and revenue. Decrease bounce rate and cost per conversion, conduct in-depth market research, understand the business and target audience and conduct detailed keyword research.


Challenges Faced by Client

The challenge was to successfully set up the search ads and optimizing the campaign to get sales at a lower cost.

  • We aimed to get sales and then scale the sale with the effective cost per click and cost per conversion.
  • Client wanted to set up a shopping campaign, and there were multiple ad groups and thousands of keywords as the account was old.
  • Conduct comprehensive keywords research, and create a list of negative keywords.
  • It was a challenge to set up different ad types like static ads, DKI ads & responsive ads
  • The campaign needed ad extensions and conversion tracking code to drive results
  • It was a challenge to create a cost-effective bidding strategy for the client.

Our Solutions that Did Wonders for the Client

  • Our first step was to understand the business models, goals and needs.
  • Coordinate the efforts in a way to boost ROAS and revenue.
  • The main KPIs we tracked were ROAS, conversion rate, revenue CTR ad conversions.
  • We ensured each ad group appeared for relevant and profitable terms through search term management.
  • We re-organized the multiple ad campaigns to drive maximum results.
  • Continuously, we checked the website status and added Google Analytics code to the website for tracking purposes.
  • We agreed on a goal of achieving a 3x return on ad spend for the ad account, with a 3-6 month schedule and the expectation of proving incremental improvement throughout that time.

Worked On

Standard Shopping Campaign

We created a standard shopping campaign for the client to promote products by giving users detailed product information before they even click the ad.

Dynamic Campaign

Dynamic Search Ads are a type of Google search advertising that does not involve keywords. Through dynamic ads, we made sure Google automatically shows your ad based on a “crawl” of certain pages of your website.

SKAG Campaign

We set up a SKAG campaign (Single Keyword Ad Group) where each keyword had a dedicated ad group with the end goal of increasing the overall click-through rate.

Search Campaign

We used search campaigns to place ads across Google's vast network of search results.

Performance Max

Performance Max is a new goal-based campaign we used for the client to access the entire Google Ads inventory from a single campaign.

Our Work Displayed Through Numbers

Have a look at the results we achieved for the client

Our PPC Strategy Explained in Numbers

Our results-driven strategy helped us to improve the ranking of most of the keywords and achieve 164 sales.

Here are the overall stats of the campaign

  • Total number of clicks: 1.85K
  • Total conversions/sale: 164
  • Cost per conversion: $9.04
  • Conversion rate: 8.89%

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Benoit Querne