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Eastend's main business objective was to increase online sales while working on improving their internal systems to manage and drive sales more efficiently.
Together with the Google Shopping team, Eastend started by reviewing their business strategy and its alignment with their online marketing. This was important to make sure they would focus on the core opportunities they had identified to increase their online sales efficiently. The Google Shopping team followed up with a feed audit and also shared additional details about improving the feed quality. After this, Eastend implemented the recommended changes to their feed.
The next step was to create new campaigns and to test a new approach using Performance Max, a recently launched goal-based campaign type. To do this, the teams created a Performance Max campaign with products of mid-level importance for testing. After a month of initially promising results, they created three additional campaigns for top products. All the campaigns were set following the best practices shared by the Google Shopping team.
Thanks to their feed optimisation and the new Performance Max campaigns, Eastend increased its average ROAS to 770%, 240 percentage points more compared to their previous Shopping campaigns’ structure. Their cost-per-click also decreased by 28% and they were able to increase their sales from Performance Max campaigns (vs. other Shopping campaigns) by +57% with a proportionally-lower incremental investment.
Artur Andriskowski, Digital Marketing Specialist
increase in sales with Performance Max Campaigns (vs. Smart Shopping campaigns)
ROAS increased from from 530% to 770%
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