Setup & strategy
We started by fixing the tracking on the site to make sure the sales value matched what was reported in Google Ads, and set up dynamic values in Google Tag Manager so all relevant visitor information was collected.
We created a new Google Shopping feed with all relevant attributes and optimised the product titles. We set up search campaigns bidding on the brand name and other relevant search terms, and continuously adjusted them so we only advertised products with a good ROAS.
We started with Smart Shopping, which worked really well, and removed products that didn’t convert. When Google announced that Smart Shopping would be replaced by Performance Max, we set up these campaigns and keep expanding asset groups for the product types that sell well.
Ongoing optimisation
We continuously removed irrelevant search terms and found new relevant searches that also generated sales. In Smart Shopping we advertised all products as a starting point and continuously excluded products and categories without a good ROAS. In Performance Max we keep building out asset groups for the products and product groups that deliver a good ROAS.
“Sales are booming, and I’m busy with customer service, packing and bookkeeping – that’s when running online stores is fun. Every month I get reports on each store’s results, and they are easy to read, so it’s easy to follow along even if you’re not hands-on yourself.” – Mai-Britt Vaqué, Nauticumshop.dk
