Ethical Superstore

The results

  • Shopping cost per acquisition fell by 24% YoY
  • Return on investment increased by 49% for shopping campaigns
  • Shopping campaign conversion rate increased by 30%

The key problem

As more consumers are becoming aware of our effect on the planet, the eco-friendly, sustainable product market is becoming more saturated and competitive. In order to maintain their margins we were tasked with lowering cost per acquisition (CPA) on non-brand transactions.

Who is the client?

Ethical Superstore is the UK’s leading online retailer who stock one of the largest ranges of Fairtrade, organic, vegan and eco-friendly products from around the world.

49 %

Increase in ROI for shopping campaigns

30 %

Increase in shopping campaign conversion rate

Our approach to the objective:


  • Implement best practices from feed management service
  • Improve visibility of shopping campaigns through campaign expansion, budget increases and optimisation best practice
  • Utilise Google Merchant promotions to communicate key offers in Marketing Calendar


  • Use key search terms in product titles and descriptions to improve visibility in shopping results
  • Use custom labels to strategically structure shopping campaigns
  • Apply relevant in-market and affinity audiences from Google Beta to improve audience targeting
  • Support increased budgets during promotional periods with merchant promotions to improve CTR and CVR

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