Challenge
A leading equine supply retailer came to Elite SEM looking to increase e-commerce sales, particularly for their various animal health products. Elite’s Shopping & Feed team aimed to leverage AdWords by building out an extremely granular bidding structure based on the client’s data feed.
Solution
Detailed feed modifications (such as title adjustments, color-swapping, and brand prepending) and Product-Level bidding allowed the Shopping team to optimize each individual product based on performance and needs. Elite also introduced a segmented brand/non-brand shopping structure to focus time and budget on terms that are more likely to convert.
To drive mobile revenue, a complete campaign restructure was put in place with thousands of new mobile bid modifiers. The client provided custom metrics to help judge campaign performance so that bid changes could be made regularly based on these metrics. Paired with an increase in mobile investment, this reinforced the bid modification effectiveness.
Results
With this new Google Shopping account structure and an aggressive mobile strategy, this retail client has seen online shopping sales increase year over year. Shopping revenue went up over 400% year-over-year, while ROAS increased by 132% as a result of the efficient breakout. CPCs dropped 55%, supplement sales grew 211%, and equipment sales grew 376%. Mobile revenue leaped 981%!
As a result of Elite’s efficiency, Shopping campaigns now make up 65% of AdWords traffic.
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