Client: BATCADDY
Industry: E-commerce
Industry: E-commerce
Introduction
A retail company achieved a staggering 147% increase in their shopping ad revenue within Google Ads by implementing a shopping-only version of Google's newest campaign type, Performance Max.
How We Achieved Success
01
Challenge
Historically, the primary source of sales had been the branded search campaign. Evidently, the client faced difficulties in maintaining competitiveness on Google Ads shopping, particularly in terms of impression share within their allocated budget. This is where the client, who had a competitive pricing strategy and active shopping campaigns with high-quality products, were losing potential clicks and sales because of limited impression share.
02
Approach
Following comprehensive analysis and testing, it became clear that the company's dependence on manual bidding was impeding their competitiveness against rivals employing more advanced campaign strategies, such as Performance Max. Our research revealed that Google gives precedence to Performance Max campaigns in live search auctions, indicating that the company was not maximizing its potential in terms of ad visibility and revenue generation.
03
Solution
Our solution was a manual approach, incorporating solely the shopping feed within the campaign asset groups. This tactic compelled Google to allocate the budget solely to the shopping network, minimizing unnecessary ad spend and delivering a precise overview of shopping ad sales.
Uploaded first-party data as an audience signal
- Guided the algorithm by signaling characteristics of our best customers
- Enabled the algorithm to identify and target individuals with similar traits
Implemented a target ROAS bidding strategy
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Aligned the campaign bid with the client's desired ROI
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Enhanced efficiency in advertising spending
This created the following results:
