The challenge

The brand had a large product catalogue and generated Shopping traffic, but product performance varied significantly.

Some product titles lacked important search terms, while product pages did not consistently communicate the benefits and differences between product options.

The objective

Increase profitable Shopping revenue by improving feed quality, campaign segmentation and product-page conversion performance.

Our strategy

We focused on matching product information with high-intent searches while improving the experience after the click.

The strategy included:

  • Feed optimisation
  • Product segmentation
  • Shopping campaign optimisation
  • Product-page CRO
  • Remarketing
  • Search-term analysis

Services involved

  • Google Shopping
  • Feed optimisation
  • E-commerce PPC
  • Conversion rate optimization
  • Remarketing
  • Product-page optimisation

Implementation

We:

  • Audited product-feed attributes.
  • Improved product titles.
  • Reviewed descriptions.
  • Standardised categorisation.
  • Identified high-value products.
  • Restructured Shopping campaigns.
  • Reviewed search terms.
  • Added negative keywords where appropriate.
  • Improved product-page CTAs.
  • Strengthened product information.
  • Introduced remarketing audiences.

Optimisation

Product and campaign performance was reviewed regularly.

Products with high click volumes but weaker conversion rates were analysed for pricing, messaging, page experience and search-term relevance before further budget was allocated.

Results

During the campaign:

59% increase in e-commerce conversion rate.

38% reduction in cost per acquisition.

62% increase in Shopping-generated revenue.

Key learnings

  • Shopping campaign performance depends heavily on the quality of the underlying product data.
  • Improving product pages can unlock additional value from existing advertising traffic.

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