The challenge

The brand had a strong product portfolio but its advertising feed did not consistently communicate important product information.

Product titles and categorisation varied, while campaign performance differed considerably between product groups.

The business also wanted to increase repeat purchases rather than relying solely on first-time customer acquisition.

The objective

Improve product visibility and advertising efficiency while increasing conversion rates and repeat customer revenue.

Our strategy

We focused on the entire e-commerce journey:

Product feed → Shopping visibility → Product page → Purchase → Retention

Rather than increasing advertising spend across the catalogue, we concentrated on improving product data and identifying products with stronger commercial potential.

Services involved

  • Google Shopping
  • Product-feed optimisation
  • E-commerce PPC
  • Conversion rate optimization
  • Remarketing
  • Retention marketing

Implementation

We:

  • Audited the product feed.
  • Improved product titles.
  • Standardised product attributes.
  • Reviewed product categorisation.
  • Identified underperforming products.
  • Restructured Shopping campaigns.
  • Segmented products by performance.
  • Improved product-page messaging.
  • Introduced remarketing audiences.
  • Developed repeat-purchase campaigns.

Optimisation

Products were reviewed according to revenue, conversion rate, advertising cost and repeat-purchase behaviour.

Budget was progressively focused on products and categories demonstrating stronger commercial performance.

Retention campaigns were also refined based on customer purchase behaviour.

Results

During the eight-month campaign:

57% increase in e-commerce conversion rate.

36% reduction in cost per acquisition.

64% increase in revenue from repeat customers.

Key learnings

  • Product-feed optimisation can have a direct impact on the quality of Shopping traffic.
  • Acquisition and retention should be evaluated together when measuring e-commerce growth.

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