TLDR; We just did what was nesseracy and what most agencies don't prioritize. Simple as that.

As a Google Ads agency, we partnered with this brand that had a large number of SKUs and inconsistent product performance. We quickly identified two areas for improvement: Shopping structure and the Google Shopping Feed.

First, we optimized the Performance Max setup by utilizing zero-party data to provide more signals for Google's smart bidding. We implemented our Performance Max blueprint, which involved better product segmentation to increase control and align spend with inventory and bestsellers.

In our first week we made the mistake on only focusing in bestseller products, which showed a slight decline in sales which showed that the product consumers click on is not always the products that they buy. We see this from time to time, so this furst product segmentation test showed us that all products should be active in our Performance Max campaigns.

Later on we opened up new markets though shopping which includes Denmark, Norway and Finland and made sure to hammer hard on the markets who showed demand and growth

Below you'll see our Performance Max growth from when we entered the account and throughout 2022

*Disclaimer - all brand terms was excluded from all Performance Max campaigns in June when Google opened up for that functionality.

We also scaled with Google's machine learning bidding by lowering ROAS targets on bestsellers which was segmented into their own campaign by now. These changes made the shopping campaigns healthier and easier to manage and scale profitably.

Secondly, we revamped the Google Shopping Feed, which is critical for improving the data feeding into the shopping campaigns. We optimized the feed by split-testing new product titles, adding missing attributes, and trying new images. These optimizations led to a 24% lift in shopping alone.

In our initial analysis we quickly noticed that this brands conversion tracking was totally off, which is often problematic for many Google Ads accounts. We implemented the correct tracking setup, including enhanced conversions, enabled the remarketing tag and finally made sure that all tags was firing correctly.

Overall, we believe that using a logical approach and proven workflows, combined with extensive Google Ads experience and high-level marketing psychology, is the key to success on Google Ads. We've seen significant growth in our client's niche, and we're confident that any brand can achieve similar success.

No case study is complete without a Shopify screenshot. So to round this one off, here's the Shopify screenshot