No.50 originally approached Digital Cake for guidance in forming an effective strategy that would boost their current e-commerce offering. Operating as a successful Birmingham based store and through online marketplaces, they needed their website to work to its full potential and be an accurate reflection of their brand identity.
- Improve Google Shopping ROI and efficiency.
- Move away from solely relying on marketplaces for online trading.
- Use data and sales generated to help buying decisions moving forward.
The Plan of Action
Whilst No.50 had previously ran Google shopping campaigns to gain exposure for their product offering and website, they found that their return had been poor which left them feeling frustrated and unsure of their next move.
Being an agency that has a great understanding of the highs and lows of being an online retailer, we were well equipped for the challenge from the get go! Our first task was to provide No.50 with a clear, actionable insight and quick wins to their Google Shopping to demonstrate how to successfully generate a solid return on investment.
After starting with ecommerce guidance and consultancy, we worked hard to understand all frustrations that No.50 had encountered and formed a plan to tackle them head on. The issue was clear, that the Google shopping campaign that the merchant had previously been relying on was under-optimised and left to run without any real framework or key metrics.
There were three clear signs that suggested this source of traffic had become over expensive and no longer profitable; the Search impression Share, Cost per conversion and the overall ROI.
Phase one of our process was to build out the existing campaigns at brand level, enabling us to weight the budget accordingly and increase the product level search impressions share. By opening up the campaigns, we exposed more products to a wider audience, placing No.50 in the position to receive a bigger exposure and higher volume of traffic to the website!
Phase two involved managing and optimising the data quality of the available feed. We achieved this by implementing better serving product titles, descriptions and taxonomy to ensure that Google understood the product offering of No.50.
Our continued optimisation and budget pacing allowed us to ensure that No.50 paid less per transaction, and subsequently more in return. We created an advertising machine that was finally generating successful results and return for No.50, which resulted in restoring their faith in this channel once more!
Over time, we saw our efforts generate a 33% media spend reduction, a 65% increase in conversions, a 48% reduction is cost per conversion, a 94% increase in ROI and a 231% increase in search engine impression share!