GOOGLE SMART SHOPPING CASE STUDY
How we increased revenue and ROAS with advanced Google Smart Shopping product 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 a dedicated Smart Shopping campaign running only on t-shirts, as they have similar performance (AOV, ROAS, CPA), to collect and analyze performance data.
We used external tools (Optmyzr, Google Analytics, Google Trend) to bypass hidden search queries and what made t-shirts so successful. It was not the brand, the color, or the material. It was the product size. In fact, 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. In this way, 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.
We realized size matters 🙂 Campaign revenue was massive in the first month compared to the previous period, with a 230% increase, and ROAS improved by 26%. Overall website revenue benefited as well, with selected t-shirt sizes sales improved by 88%.
PPC MANAGEMENT: Google Shopping, Product Feed Management
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
100% increase in conversion rate for a lifestyle fashion eCommerce.
115% increase in shopping impression share for a haircare eCommerce.