Key figures: the classic shopping journey is shifting…
CONTEXT: OfficeRock.com is an e-commerce platform for all the needs of an office from pantry to safety items to cleaning services. Being a prominent online player, OfficeRock partner with WONE to help them drive qualified traffic to their website and increase their revenue online. Shopping campaigns came as a natural answer to this purpose. This campaign type is a key advertising product from Google. Launched in the Middle-East early 2017, with a main purpose to help advertisers promote their online and local inventory, increase traffic to their website or local stores, and identify qualified leads. Image based Ads along with a title, price, store name, etc. are served on Google Search engine using the advertiser’s data feed (Product catalogue) as a match to users queries.
OBJECTIVE: Help OfficeRock.com drive incremental traffic and sales to their website.
METHODOLOGY: The main condition required to set up a successful Shopping campaign is an up-to-date product data feed, meeting Google’s standards, properly segmented with high quality images, exhaustive products attributes and uploaded on Google Merchant Center.Find out more about Products Feed Specification. Our campaigns were segmented in three layers covering:
- Generic queries
- All categories
- All products
Reciprocal negatives have been added to each campaign In order to avoid any overlap, bidding has been adjusted according to each segment’s profitability.
- Capitalize on custom labels to enhance the structure
- Shopping Ads work better with classic Search Ads
- You can leverage Shopping campaigns and optimize for Store Visits in case of an Omni-channel business
- Remarketing audiences to be added for more efficiency
- Invest in high quality product data
- Bid high enough to show up on mobile
- Shopping campaigns work best with Smart bidding (Target ROAS)
- Shopping campaigns to be soon (2018) fully isolated in a Shopping tab on Google Search
COMMENT: Kıvanç Arkaç, CEO – OfficeRock.com “WONE and Aida didn’t let me down, not even once. Their approach and professionalism are top tier. We have a lot more to do together.”
Learn More about Shopping campaigns: https://support.google.com/adwords/answer/2454022?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=enhttp://www.wordstream.com/blog/ws/2015/03/04/google-shopping-campaigns-tips-trickshttps://www.google.com/intl/en/retail/solutions/shopping-campaigns/#?modal_active=none