Google Shopping Ads: a must-have for ecommerce brands

The client is an online store dedicated to providing high-quality accessories for dogs and cats. Operating across Germany, Austria, and Switzerland, their mission is to support pet owners in becoming the best possible companions to their animals. They offer a wide range of products designed to address the everyday needs of pet owners, ensuring that every item contributes to the health, happiness, and well-being of pets.

The client had been already doing the SEO with Delante and experiencing positive results. However, they recognized the need to scale their business further and tap into new sales channels. While their existing traffic sources were performing well, they identified a missing piece in their sales strategy: a bigger Google Ads presence. The client had previously attempted to manage Google Ads independently, but the outcomes were not satisfactory. A primary challenge was optimizing the product feed, a critical component for successful Shopping Ads campaigns.

The client’s goals were clear: to increase sales and effectively implement Shopping Ads to create a strong, new sales channel.

The first step in achieving these goals involved a comprehensive optimization of the product feed. The existing product titles, descriptions, and other parameters were often generic and ineffective. To remedy this, a complete overhaul was undertaken. This involved creating entirely new titles, descriptions, and parameters, incorporating relevant keywords to improve visibility and targeting. This optimization process was crucial for providing clear signals to Google about the target audience for the ads.

With the product feed optimized, the next phase focused on developing a comprehensive Google Ads strategy. This strategy included a combination of Performance Max campaigns and Search campaigns. Performance Max campaigns were employed without any assest (such as banners, videos or texts), maximizing reach in shopping results. Search campaigns were used to complement the Performance Max campaigns, utilizing broad match and category segmentation to ensure comprehensive coverage across search engine results. This integrated approach aimed to secure visibility in all potential areas of the search results: shopping, search ads, and organic search (through SEO).

The whole process included:

• Understanding business goals: Aligning the advertising strategy with the client’s overarching business objectives.
• Analytics verification: Ensuring accurate tracking and measurement of campaign performance.
• Keyword research: Conducting thorough keyword research and search intent analysis to target the most relevant audience.
• SEM analysis and monitoring: Utilizing tools like Google Analytics and Google Ads to track progress and make data-driven optimizations.
• Audit of current campaigns: Evaluating the effectiveness of existing campaigns to identify areas for improvement.
• Implementation of the new structure: Setting up the optimized campaign structure.
• Audience targeting: Defining and refining the target audience to ensure ads are shown to the most relevant users.
• Continuous campaign optimization: Ongoing refinement of campaigns to maximize performance.
• Merchant Center and product feed optimization: Continuous improvement of the product feed to maintain its effectiveness.

The results of the optimized Google Ads strategy were significant. There was substantial growth across all key metrics. Since the beginning of the collaboration, there has been a huge increase in traffic, as evidenced by impressions and clicks.

Sales also experienced a tremendous surge. Importantly, this growth was achieved while maintaining efficiency and a stable ROAS, demonstrating that the investment was strategically allocated.