Case Study – Golf Apparel & Google Shopping at Scale

Case Study

How a golf apparel retailer* grew their Google Shopping revenue by 395%

* due to an agreement with our partner that referred us to this client, we cannot disclose their name.

20-25K

SKUs in product catalogue

395%

Revenue growth in 6 months year on year

29%

ROAS improvement in 6 months year on year

Summary


Adfix took on the client's initial PPC campaigns which were successful, but were generating a low sales volume.

The client company's CEO decided to work with Adfix because they were unable to manage and scale Google Shopping for 20,000 products in their catalogue manually.

Adfix used advanced scripts they’ve developed in-house to successfully scale client's campaigns for exceptionally large volume of SKUs while maintaining healthy margins and additionally increasing ROAS by 29%.

Client's Quote


“We have had great results with Adfix. Bogdan and his team are extremely focused on our goals and responsive to our needs. Besides the revenue they contribute to our total website sales.


The PPC campaigns that Adfix manages for us also generate a constant stream of new clients, and new business is a very important element of our strategy.”

OVERVIEW

​​​​The client is a leading retailer of sports apparel in the UK. They specialize in apparel, footwear and accessories for pre golf training and after golf socialising.

The Problem - Untapped Potential


The client had setup a basic Google Shopping campaign in 2013 to test the waters. They operate in a competitive marketplace, so naturally they had to keep a close eye on their margin. This caused the retailer to take a cautious approach in terms of how many products they promote and how much they are willing to pay for each click.

They set their bids very low for all products to make sure that they minimize the risk of losing money.

The client was unable to scale their initial low-scale campaigns and manage 20,000 SKUs internally


Initial results were encouraging, however when they tried to scale the campaign they ran into trouble, so they reverted to the low bid approach.


The CEO of the company, understood the potential that Google Shopping had, however since they were consistently carrying approximately 20,000 SKUs in their feed, managing the campaign in an efficient manner was going to be almost impossible without automation and dedicated internal resources.

That’s when he started to look for a data driven agency that can take their campaigns to the next level.

“Adfix showed us what we were missing out on Google Shopping”

– CEO of the company

"There were simply too many products for us to effectively manage on our own"


"We decided to go with Adfix because they have the tools to effectively manage campaigns for a large number of SKUs.


Working with them is easy because we set a target ROAS and they take care of all the details. Another thing that we enjoy is the level of transparency: we get a weekly status update and each month we have a call to go over the report.”

SOLUTION

The client had over 20,000 products in the catalogue which they couldn't manage manually.

Adfix used two advanced automation tools they've developed in-house that would allow to successfully scale the campaigns with such large volume of products.

Managing the campaign at scale


Adfix restructured client’s Shopping campaigns and set up a script that would constantly and automatically add new products to the campaign - which would be extremely time-consuming manually with that many SKUs.

Query sculpting


After having the right structure in place we implemented intelligent performance driven query sculpting.


This allowed us to bid differently on trademark vs non-trademark terms: the trademark terms automatically got a higher bid because they have a better conversion rate.

Data analytics and conclusions


By analyzing previous search term data, Adfix determined that trademark terms such as “adidas golf trousers” convert at a better rate than non trademark terms like “golf trousers”.

Performance-based bidding


Another key aspect of Adfix is that we continuously monitor the performance of each product and automatically calculate the most effective bid based on it’s performance.


We do this by taking into account performance across devices, different geographic regions and other factors such as time of the day and day of the week.


This allowed us to constantly improve the campaigns to meet the client’s ROAS goals.

Leveraging CRM & visitor data


One of the biggest assets of any ecommerce is returning customers. Adfix recognized that and added CRM and visitor data as audiences to each campaign.


The client's products showed up first when existing customers were doing a new product search on Google which resulted in another positive boost in ROAS. 

OVERVIEW

Adfix used a data-driven approach and advanced scripts they've developed in-house to scale the client's campaigns with exceptionally large numbers of products.


The revenue from Google Shopping campaigns has grown almost 4x while ROAS has improved by additional 29%.

20-25K

SKUs in product catalogue

395%

Revenue growth in 6 months year on year

29%

ROAS improvement in 6 months year on year

WANT RESULTS LIKE THIS?

Adfix successfully sets up and manages Google Shopping campaigns to help ecommerce businesses achieve dynamic growth without worrying about positive ROI.