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.
Increase in ROI for shopping campaigns
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