Move away from Smart Shopping Campaign that has been running for more than 2 years in the effort to reduce cost per click (CPC), spend more efficiently and increase ROAS.
Reorder current campaigns so that we can make the distinction between Top of Funnel and Remarketing audiences.
Find the correct audiences and creative content to achieve return on ad spend (ROAS) over 4.
What we did
Considering the number of products (over 6k) and a well established smart campaign algorithm, the best option for us was to move one product category at a time from Smart to Standard campaign. We made sure to first remove lowest performing product groups and work our way up to increase their overall ROAS in the Standard Shopping Campaign.
We have created separate campaigns for Top of Funnel and Remarketing to be able to test multiple audiences. We initially separated Instagram and Facebook placements to monitor ROAS.
Utilised Catalogue, Carousel and Collection ads for top of funnel campaigns. Used lookalike and detailed targeting audiences.
For the Remarketing Campaign we set up testing of 8 audiences, using dynamic remarketing ads.
Campaign Spend Reduced by
Number of conversions Increased by
ROAS Increased by
*We take into consideration changes in products and product quantities over the year but a dramatic decrease in spend shows how important it is to have full control of your Google Shopping Campaigns.
A surprising discovery for remarketing audiences was that Instagram placement performed very poorly. We have made the decision to stick to Facebook remarketing audiences for the time being and test instagram again in the future.
Catalogue ads took all of the impression share compared to other creative ads therefore we had to split them up and bid on catalogue ads separately.
Average monthly campaign ROAS reached and remained above 4.