+76% ROAS in Shopping
Understanding how to escalate from traditional search to shopping is a first-degree challenge, but the real one comes by trying to grow significantly through data feed management.
It envolves more than just preparing feeds and activating them. It envolves understanding how feeds can be optimized every single day and in every single market. It is important not only in Google search feeds, but in marketplaces ones, for example. It’s a new science.
HOW WE DID IT
The team used Google Shopping and Merchant Center to do a Go To Market in 8 countries across the UE, apart from Switzerland.
It involved a feed for each market first, selection of the audiences, division of feeds to compare the performance of Smart with normal Shopping campaigns, activation of dynamic audiences and selection of ROAS as a criteria to separate feeds into smaller ones, with different intensities, calculated by sales probability, which boosted CR and ROAS.
THE CHANGING PATH
Google Shopping Feed Activation;
Data feeds per market;
Smart / Traditional Shopping AB Testing;
Separate feeds by ROAS;
Optimize intensity by each microfeed;
Measure, Iterate, Redesign;
WHAT THEY HAD TO SAY
HAD TO SAY
“We thought Google Shopping was more about an On and Off campaign management, as by automating with Smart Shopping everything would work the best way possible. It is true that automation does a lot, but not enough. Wise Pirates helped us do real optimization, which created sustainability to invest more by having a much better CR and ROAS. Also, it helped us create a product listening more accurate to each market.”
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– at no risk