Setup & strategy
We started by fixing the tracking on the site to make sure the sales value matched what was reported in Google Ads. We also set up dynamic values in Google Tag Manager so all relevant information about visitors was collected.
We created a new Google Shopping feed so the products had all relevant attributes – important for good performance on Google Ads – and optimised the product titles. We set up search campaigns bidding both on the brand name and on other relevant search terms. One brand turned out to sell particularly well, so we focused most of the budget on it.
We started with Smart Shopping, which worked really well, and continuously removed products that didn’t convert. In the run-up to Christmas, when sales were especially strong, we adjusted the budget and increased revenue significantly.
Ongoing optimisation
We continuously removed irrelevant search terms from the search campaigns and found new relevant searches to bid on that also generated sales. In Smart Shopping we advertised all products as a starting point, but continuously excluded products and categories that didn’t deliver a good ROAS.
