PUMA achieves +500% YoY growth in online sales across Europe with automation and a new Shopping campaigns structure

One of PUMA’s key marketing objectives in Europe was to grow its online sales whilst increasing its Shopping campaigns’ performance. According to Tsuki Schmidt, Senior Manager Performance Marketing eCommerce Europe, while PUMA was interested in scaling online sales with Shopping campaigns, it saw an opportunity to improve the previous Shopping campaigns’ structure, as campaigns were split too granularly across products.

Working together with the Google Shopping Team, PUMA established a new Shopping campaigns structure which integrated an automated Target ROAS bidding strategy. An important element for success was the alignment of targets and goals in strategic meetings, agreed by PUMA and closely monitored and implemented together with their marketing agency. The teams defined an ideal Shopping campaigns structure, moving away from a large number of campaigns to just four. This simplified approach ensured that products were split optimally at Ad group level, helping to consolidate data points while maintaining control over performance.

By changing its Shopping campaigns’ strategy with a focus on Smart Bidding, PUMA was able to increase revenue across Europe whilst improving ROAS.