Award-Winnning Google Shopping restructure Drove 438% Increase in Revenue

Services Provided: Paid Search, Google Shopping

B2C

Google Shopping campaign restructure

 

Challenge

Room & Board’s furniture-buying experience online has become an increasingly important part of its business. But, as online competition continued to grow with the addition of competitors ranging from niche shops to large online retailers, Room & Board’s online growth was flat. It was time to revamp its paid search and Google shopping approach.

Solution

Working with partner Nina Hale, Room & Board discovered its presence in search results did not accurately reflect their products. Nina Hale specifically identified opportunities to restructure Google Shopping: hindered by technical issues, as well as a campaign structure that limited the ability to invest more in top performing products, the existing campaign was overfunding low performers and underfunding top performers.

Nina Hale completed a substantial overhaul, optimizing against granular information to capture more sales volume.

Results

 

Our results were so impressive even Google took notice.

Nina Hale was named the 2017 North American Winner

for our Google Shopping Innovation.

 

438% increase in campaign revenue

 

270% increase in return on ad spend

 

Details:

When compared to the previous year, the Shopping campaign resulted in:
_ Shopping campaign revenue increased 438%
_ Return on ad spend increased 270%
_ Converted clicks rose 865%
_ Conversion rate increased113%
_ Cost per click decreased 60%
_ Cost per acquisition decreased 81%
_ Impressions increased 340%
_ Overall clicks increased 352%
_ Share of voice increased 169%

 

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