We began by moving from Standard to Smart shopping campaigns to bring the account up to best practice and made significant optimisations to the product feed to improve efficiency.
The creation of Trending Smart Shopping campaigns allowed us to use Google Ads data to label products that have seen an increase in demand or conversions in the last 30-60 days, and target them in their own campaign to ensure they’re getting as much exposure as possible! After we’d built up significant traffic through the shopping and generic search developments, we moved to a target ROAS bidding strategy to ensure we were smashing the client’s new targets.
Godiva saw significant growth in August, with a 32% increase in revenue from 39% less spend, improving ROAS by 130% YoY. The developments made within the account saw Smart Shopping drive considerably more revenue than the previous set up, with the new campaign generating a CvR of 1.57% in comparison to 0.78%.
We also focussed on generic search, taking reliance away from the brand. Although the brand has also seen significant improvement, generic product search has also seen a 178.36% improved CvR, resulting in 102% more revenue. This was achieved with 30% less revenue resulting in a 191% increased ROAS
After a strong August, it was our focus to sustain conversions and improve revenue into September, which is also a typically quiet month. We saw strong increases in revenue in September with significant ROAS improvements, driven by a 102% increase in revenue for generic product type search where AOV improved 147% MoM. This was achieved with just 68% more spend, driven by optimised bidding strategies, resulting in ROAS improving 20% within the campaign.