If you’re an online retailer looking to enhance your reach, a simple Google Ads campaign might not cut it.
To get your products in front of the eyes of eager shoppers, you should consider embarking on a Google Shopping Campaign.
Google Shopping Campaigns Example 1: ECCO Oxford
This ECCO shoe and accessories store primarily profits from their physical location in Oxford and their ecommerce store.
Footwear is a difficult industry to make a mark in, with large retailers like Reebok and Nike controlling most of the money. To properly counteract this competition, ECCO Oxford needed to target its ads properly and be seen by the right people.
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The other issue was an extraordinarily high cost per acquisition that ate into their profit margin.
By pushing a percentage of their marketing budget into product listing ads, ECCO Oxford was able to build a targeting strategy. They spent a lot of time optimizing their product feed and then focused their targeting efforts on finding the best traffic for the lowest price.
But once the plan was in place, it had to be maintained. This is not a set-it-and-forget-it deal.
Activity was constantly adapted to fit with an evolving product range. They also had to swap out products as the year went on in order to keep updated with the seasons and fashions.
Using this strategy, they were able to increase their new visits by 24%.
Cost per conversion came down by 14%.
Overall conversion rate increased to 28%.
And the average value of an order increased by 38%.
Google Shopping Campaigns Example #2: Paper Culture
Paper Culture is a stationery company that is concerned with environmental issues. All of their products are 100% post-consumer recycled.
“One of the toughest challenges for us as a small business is that we don’t have the brand of our larger competitors,” Chris Wu, the CEO, and co-founder of Paper Culture said to Google.
Paper Culture turned to Google Shopping Ads as a way to complement their existing Adwords campaign.
“Google Shopping helps us tell our story by showing searchers our unique product designs, right on Google search.”
Paper Culture combined the image-centric approach of Google Shopping with customer intent. By targeting effectively, they ensured that they were reaching qualified leads.
Result? Paper Culture increased their ROI 3x compared to other channels. They also saw a decrease in their cost per lead by up to 50%.
Google Shopping Campaigns Example #3: TravelSmith Outfitters
TravelSmith Outfitters is a company with a mission to make travel easier and more enjoyable.
“We want to be the single outfitting resource for savvy travelers,” said Kim Hansen, the vice president of marketing and eCommerce for TravelSmith. “Strategically, we view Google Shopping as a key marketplace. Our success depends on the ability to present complete data to Google. This means not only catalog, advertising, and product data, but also inventory, order fulfillment, and financial data.”
TravelSmith’s strategy involved converting shoppers with offers that sweetened the deal. And it was hugely successful. They saw an overall ROAS increase of more than 20%.
Their Google Shopping sales growth increased by over 200%, with approximately 4,000% year-over-year growth as a result of these Google Shopping Ads.
And orders were increased by 35% with a 26% increase in conversions.
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