Our approach focused on achieving the highest possible return from Standard Shopping Ads by optimizing the product feed, segmenting campaigns, and leveraging portfolio bidding for controlled yet aggressive spending on top-performing products. Key activities included:
Product Feed Optimization: Given the extensive SKU list, we optimized the feed with attention to detail:
Title and Attribute Refinements: Enhanced product titles with keywords focused on specific product types (e.g., “luxury vanity units,” “premium shower enclosures”), highlighting attributes that aligned with high-intent searches and appealed to consumers seeking quality.
Data Enrichment: Mapped attributes such as material, dimensions, and color into the feed, giving potential customers precise details upfront. This reduced bounce rates, improved click-through rates (CTR), and resulted in higher-quality leads.
Image and Pricing Updates: Ensured product images met Google’s guidelines, with regular checks to maintain accuracy on high-priced items, further establishing credibility and trust in high-value purchases.
Campaign Structuring and Prioritization: To manage the high SKU count, we segmented campaigns strategically:
High-Priority Campaigns for High-Value Products: Created dedicated campaigns for premium items like freestanding bathtubs, complete vanity sets, and multi-function showers. Bids were set higher on these items to capture audiences with intent to purchase high-end products, while budget was more conservatively managed for lower-margin items.
Segmentation by Product Type and Price: Grouped products by price brackets and product type, enabling granular control over bids and visibility. This segmentation improved return on ad spend (ROAS) by focusing spend on items with the highest profit potential.
Portfolio Bidding Strategies: We implemented portfolio bidding across campaigns to further drive efficiency:
ROAS-Based Bidding: Set ROAS targets for high-performing campaigns to control costs while ensuring we stayed aggressive on high-priority products. Portfolio bidding enabled real-time bid adjustments across similar products, ensuring our most profitable items maintained a strong competitive edge.
Seasonal Bid Adjustments: Aligned bids with seasonal trends (e.g., increased demand for bathroom remodels in spring/summer), ensuring that high-demand products received additional exposure at peak times without manually adjusting individual bids.
Through structured campaigns, meticulous feed optimization, and strategic bidding, we achieved impressive results for Bella Bathrooms:
Revenue Growth: +480% increase in revenue from high-value products, directly contributing to higher profit margins.
Product Feed CTR Improvement: +120% increase in CTR for optimized product listings, driven by enriched titles, attributes, and strategic image selection.
ROAS Improvement: +60% ROAS increase as a result of portfolio bidding, enabling more efficient spend across high-SKU and high-value items.
High-Priced Product Conversions: +250% increase in conversions for premium products, achieved by focusing budget on high-value items and allocating spend to high-intent traffic.