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Following the COVID-19 pandemic and a challenging macroeconomic landscape in 2022, Ditur experienced a high level of uncertainty. As the Christmas peak season approached, they were unsure whether or not to increase their Performance Max campaign investment, which advertising channels would bring the most value for their budgets, or how to handle the changing market conditions.
Guided by the Google Shopping (CSS) team, Ditur audited past and current campaign performance. They used vertical insights to increase budgets for campaigns aimed at maximising return on investment (ROI), building a forecast model to determine their optimal Performance Max campaign setup. They also leveraged asset group best practises and tools like the budget depletion report, Performance Planner, and seasonality heatmap.
They landed on using seasonality adjustments, following Performance Max best practises like:
Creating specific asset groups for a shorter period, including seasonal images, descriptions, and titles to highlight when discounts were active
Conducting a feed audit to adapt to the peak period
After seeing Performance Max’s potential to drive incremental sales, Ditur raised their budget by 40% from the previous year.
They also achieved more conversions, exceeding their expectations for the peak season. By focusing on the right products for their objectives, Ditur improved their bottom line by having a bigger impact on their most profitable products.
Increase in average basket value compared to the peak period last year
Increase in conversion value YoY
In close collaboration with our Google Shopping (CSS) team, we’ve achieved great results during the peak season by utilising tools and resources aligned with our business goals. Our strong partnership has been key in maintaining a competitive edge and ensuring we make the most out of our Performance Max campaigns.
Jonatan Duran, Paid Search Specialist, Ditur
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