GOOGLE SMART SHOPPING CASE STUDY
How we increased revenue and ROAS with advanced Google Smart Shopping product segmentation and feed management
ABOUT THE CLIENT
Our client is an e-commerce retailer on Shopify, selling to the US and Canada. Its product catalog is complex: 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 product feed is frequently updated, new t-shirts are printed depending on customers demand, so there’s no inventory. This means no best selling products, no promo on remaining stock, 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.
As we all know, smart shopping hides user search queries, reason why we used external tools (Optmyzr, Google Analytics, Google Trend), to find out what made T-shirts so successful: it was not the brand, the color or the material but 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 ones 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 will automatically land into the optimized campaign.
We realized size matters 🙂 In the first month against the previous period, campaign revenue was massive, with a 230% increase and ROAS improved by 26%. Overall website revenue benefit as well, with selected t-shirt sizes sales improved by 88%.
PPC MANAGEMENT: Google Shopping, Feed Management and Optimization
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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