ForPlay Catalog Inc. Increased Orders by 280% On Google Shopping
ForPlay Catalog teamed up with CPC Strategy to increase revenue on Google Shopping.
From superheros to presidential candidates, there is no shortage of Halloween costume ideas to choose from and as a result competition among retailers continues to increase each year – demanding a more sophisticated advertising strategy.
ForPlay Catalog’s Primary Goals
- Increase revenue on Google Shopping
- Improve impression share for relevant searches
- Increase visibility on Google Shopping (for costumes)
Google Shopping Results from 2015 vs. 2016 (first 25 days of October)
CPC Strategy addressed each of ForPlay Catalog’s goals by leveraging our in-house Google Shopping optimizations and techniques.
Goal 1: Increase revenue on Google Shopping
Using our CAPx technology, CPC Strategy was able to create specific bidding rules per device. CAPx is a finely tuned, constantly evolving platform that processes and analyzes consumer Search behavior and product data from more than 150 million data points.
In particular, more granular bidding rules on mobile through CAPx helped ForPlay Catalog push for huge year over year increases on mobile shopping including +336% increase in clicks, +23% increase in impression share and +286% increase in revenue. We also used special offers to highlight promotions and improve CTR. Merchant Promotions – also called special offers give retailers an opportunity to highlight their products and better their chances of click through rate and conversion.
Goal 2: Improve Impression Share For Relevant Searches
In addition to breaking out campaigns by device (mobile vs desktop and tablet), we segmented Shopping campaigns by intent. For example, sexy vs. non-sexy Halloween terms, we placed more budget to “sexy” intent terms with higher bids, budget, and impression share targets. We also created an ISO Campaign targeting top generic searches to increase top of the funnel impression share on relevant terms.
ISO campaigns™ leverage priority settings and negative keywords to isolate and allocate more aggressive bids and budget to certain high value searches. This advanced strategy gives advertisers more control over which search queries their products show up for. It also allows them to isolate and dedicate budget to search queries that historically convert well.
|Campaign Theme||Funnel Segment||Priority||Inventory Filters||Example Queries|
|Non Sexy Terms||Low||High||Costumes||“Firefightercostumes” “harley quinn costume”|
|Sexy Terms||Medium||Medium||Costumes||“sexy firefighter costumes” “sexy harley quinn costume”|
|ISO Halloween Terms||High||Low||Costumes||[sexy halloween costumes] [sexy costumes]|
Goal 3: Increase Visibility on Google Shopping
We also leveraged RLSA to stay in front of users coming from top funnel shopping campaigns, and utilized Customer Match to get in front of purchasers from last Halloween on shopping. Remarketing lists for search ads (RLSA) is a feature that allows retailers to customize their search ad campaigns for people who have previously visited their site, and tailor their bids and ads to these visitors when they’re searching on Google.
When potential customers leave a site, remarketing lists help retailers connect with those shoppers while they continue to search for what they need on Google. Thanks to the introduction of Customer Match for Google Shopping – ForPlay Catalog was able to focus their campaigns on the highest-value audiences – including previous purchasers, rewards members, newsletter subscribers, or local in-store shoppers.
“We are very happy with the results of our Halloween campaign with CPC Strategy. They delivered beyond our expectations, stayed on top of our campaigns throughout our busiest season and were truly proactive about the changes happening with our consumers and sales in real-time. [Account Managers] Helen and Roman’s attention to detail is remarkable.”