An early adopter of our tech, since they started with us in 2017 they have enjoyed a 49% increase in ROAS and 308% increase in revenues, with sales and ROAS on an ever increasing upwards trajectory.
Due to the challenges of marketing technical products on Google Shopping & Search – Google doesn’t seem to know what to serve them for and the information in the product feeds doesn’t mean anything to Google therefore they’re served for terms used to describe other products. Careful optimisation of the feed with our Dynamic Feed Mapper created a living document for how these products have to be optimised and could be re-tweaked as other non related products to our clients were causing our products to show. This client is on a traditional Shopping and Search campaign, which lets them benefit from massive numbers of negatives identified at a product level by MloD. This in turn lets us bid aggressively, only on the search terms which work. Despite Google having removed most of the access to the successful search terms, by ensuring the account is always heavily negatived for words that have never converted and never will convert, we keep ROAS and conversions high. Competitors on Smart campaigns do not have this level of control and are at the mercy of Google for which products show, this is particularly challenging for technical products for the reasons stated previously.
Due to the structure of the account, we’re able to use the Product Excluder to add a second layer feed optimisation at a product level ensuring words identified at a product level, which aren’t relevant at an Ad group or Campaign level are optimised from the titles and descriptions in the Always On. This approach has seen our client become a market leader in their space.