Case Study PPC: Country Club Prep
A year later, Visiture had more time to prepare for the holidays and optimize search and shopping campaigns to fully leverage the exponential volume of the season. The following case study outlines year over year growth for the holiday shopping seasons.
- Increase online sales.
- Capitalize on search volume during the holidays.
- Produce profitable return on advertising spend.
With these goals in mind, Visiture employed PPC best practices, in-house strategies, and Shopping feed optimizations to not only create a profitable holiday season, but also garner a 75% increase in PPC sales year over year (YOY) for Country Club Prep.
Google Shopping Optimization.
Product Categorization: Over 10,000 products were manually categorized using Google shopping’s product taxonomy. Because Google product categories were not established within the product data on the back-end of the client’s site, the Visiture team submitted appropriate categorization to the client’s web development team. Appropriate categorization is paramount to a successful Shopping campaign as Google uses this data to match search queries with relevant products.
Attribute Updates: For apparel items, Google requires the following attributes for each product in a feed: Color, Size, Gender, and Age Group. The majority of the products in the Country Club Prep feed did not have all attributes represented, and the team was required to manually input these attributes for each product via our feed management software. If this optimization were not implemented, the products would not have been approved to advertise on Google Shopping.
Campaign Structure: The Visiture team segmented the Shopping campaign by brand and product ID. This allowed the most granular level of optimization, as well as, the most visibility into product performance.
Maximize Brand And Product Coverage.
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