{"id":3754,"date":"2018-07-24T13:48:51","date_gmt":"2018-07-24T12:48:51","guid":{"rendered":"http:\/\/innaleitner.com\/?page_id=3754"},"modified":"2025-09-18T16:40:52","modified_gmt":"2025-09-18T15:40:52","slug":"client-success-increased-revenue-shopping","status":"publish","type":"page","link":"https:\/\/innaleitner.com\/de\/client-success-increased-revenue-shopping\/","title":{"rendered":"Client Success: Shopping\/PMax"},"content":{"rendered":"
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Revenue increase<\/div>\t\t\t
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Clicks increase<\/div>\t\t\t
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CRR decrease<\/div>\t\t\t
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Background<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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A well-established e-commerce industry platform (name withheld to protect data) was seeking ways to increase revenue at a given ROI on a very saturated marked with lots of strong competitors.<\/p>

They were already an established brand name with a diverse\u00a0customer base, and solid revenue.<\/p>

They were running Google Ads for >8 years and now needed a way to boost revenue growth without massive increase in spend.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Challenge<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Google Ads efforts were becoming far more expensive and returning less on their investment due to the huge competition and market consolidation.<\/p>

It was decided to utilize Google Shopping (Smart Shopping and later Performance Max) potential, which had been drastically underutilized by the company and therefore provided us with a great opportunity.<\/p>

Main KPIs:<\/strong> Cost Revenue Ratio (CRR)<\/p>

Goal:<\/strong> Increase revenue from Google Shopping by 20% while keeping CRR stable<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Actions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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In-depth Shopping Feed analysis showed that data quality can be improved greatly leading to higher relevancy of listed items to search terms. Which, in turn, should lead to lower CPC.<\/p>

Used Supplemental Feeds to optimize Shopify titles and descriptions<\/strong> for products in the Shopping Feed.<\/p>

Used Google Ads Script to create \u201c1 item Adgroups\u201d<\/strong> to be able to collect loads of search query data on an item-based level to guide decisions for further feed optimization.<\/p>

Next step:<\/strong> Upgrade to Performance Max<\/p>

Crucial structural parts of the feed (Product type, Google Product Taxonomy, Color, Material) were optimized<\/strong> to serve the correct ads for higher quality searches.<\/p>

Bidding approach reviewed:<\/strong> based on past performance, seasonality trends and inventory analysis, several custom labels were populated to the feed. Bidding rules then were attached to the labels, ensuring that best-performing, in-season items and categories receive the highest bid (via ROAS-tiers).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Results<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Solving data quality problem, creating dedicated, item-based Shopping Campaigns in Google Ads, well-thought bidding based on custom labels, led to the next KPI improvements:<\/p>

Impressions increased by 35%<\/strong><\/p>

Clicks increased by 12%<\/strong><\/p>

Cost increased by 8%<\/strong><\/p>

Revenue increased by 15%<\/strong><\/p>

CRR decreased by 4%<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u00a0<\/p>

\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Revenue increase 0 % Clicks increase 0 % CRR decrease 0 % Background A well-established e-commerce industry platform (name withheld to protect data) was seeking ways to increase revenue at a given ROI on a very saturated marked with lots of strong competitors. They were already an established brand name with a diverse\u00a0customer base, and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-3754","page","type-page","status-publish","hentry"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"innaleitner","author_link":"https:\/\/innaleitner.com\/de\/author\/innappc\/"},"uagb_comment_info":0,"uagb_excerpt":"Revenue increase 0 % Clicks increase 0 % CRR decrease 0 % Background A well-established e-commerce industry platform (name withheld to protect data) was seeking ways to increase revenue at a given ROI on a very saturated marked with lots of strong competitors. They were already an established brand name with a diverse\u00a0customer base, and…","_links":{"self":[{"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/pages\/3754","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/comments?post=3754"}],"version-history":[{"count":0,"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/pages\/3754\/revisions"}],"wp:attachment":[{"href":"https:\/\/innaleitner.com\/de\/wp-json\/wp\/v2\/media?parent=3754"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}