DENIOS, a leading global manufacturer and supplier of hazardous materials handling and storage solutions, faced a common challenge: optimizing their online advertising across multiple markets with limited capacity.

With a global footprint, DENIOS needed to efficiently manage their online campaigns while adapting to dynamic market conditions. Manual campaign management proved time-consuming and lacked the agility required for effective optimization and scale.

Recognizing the need for an advanced approach, DENIOS partnered with the Google Shopping team to implement a strategic shift to Performance Max campaigns. Key elements of their approach included:

• Embracing Performance Max: DENIOS transitioned from Standard Shopping campaigns to Performance Max, fully leveraging its automation capabilities to streamline campaign management.
• Optimizing Feed Quality: The team implemented best practices for their product feeds, focusing on optimizing titles, descriptions, and incorporating sale prices. This ensured their data was as relevant and accurate as possible.
• Leveraging Asset Groups and Campaign Structure: DENIOS utilized the full capabilities of Performance Max, including the creation of Asset Groups based on Google Shopping’s recommendations. They tailored their campaign structure to prioritize product categories based on profitability, demand, and new customer acquisition.
• Collaboration and Best Practices: DENIOS worked closely with the Google Shopping team, ensuring consistent sharing of best practices and strategic guidance throughout the process.

The impact of this strategic approach was significant. Within two years, DENIOS achieved a remarkable 260% increase in online revenue in their home market, Germany, while maintaining the same ROAS. The streamlined process allowed their marketing team to focus on strategic initiatives while Performance Max effectively handled many elements of campaign optimization.