GOOGLE PERFORMANCE MAX CASE STUDY
How we increased overall business performance with Performance Max campaigns through advanced brand segmentation and feed management.
ABOUT THE CLIENT
The client is a fashion eCommerce retailer on Shopify, selling to the US and Canada. With a complex product catalog of 17.000 different items grouped in 10 categories, 80% of the total revenue comes from printed t-shirts. New collections are online every two weeks.
The client’s product feed was frequently updated. New t-shirts were printed depending on customers’ demand, so there was no inventory. This meant no best-selling products and no promo on remaining stock, making it difficult to run campaigns on specific products.
We launched brand-dedicated performance campaigns (pMAX) in order to personalize the asset groups with dedicated images and ad copies, each linked to each brand of the client’s portfolio.
We expanded the reach across multiple channels, including youtube, shopping, display, and search. This way, we could easily manage prospecting and remarketing strategy based on seasonality.
Thanks to the PMax campaigns, the account structure has been simplified to focus more on strategy and optimization, thus pursuing a higher efficiency level.
In the second phase, we used external tools (Optmyzr, Google Analytics, Google TrendS) to find what made t-shirts successful. It was not only the brand but also the size. 70% of the revenue was coming from 20% of the sizes.
With the help of the feed management tool Data Feed Watch, we grouped t-shirts based on size and excluded poor-performing t-shirts from the campaigns. We could maximize budget and returns on the most profitable categories and best-selling sizes. Also, newly added products would automatically land in the optimized campaign.
Overall, we achieved a higher conversion rate of 30% thanks to higher-quality traffic. This which resulted in an increase in revenue by 7%, also thanks to the average order value improved by +73% compared to the previous period.
PPC MANAGEMENT: Performance Max, Google Shopping, Product Feed Management, Microsoft Ads
We are quite impressed with Midsummer Team’s catalog and performance analysis. We loved the idea of a different approach, and these sizes were definitely the most important and purchased, thus a good indicator of potential sell-through.
Michael – Owner
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