Partners in Wine: leveraging the Clients data to grow Google Shopping Campaigns
Digital Strategy
Media Planning & Strategy
Shopper Marketing
Project Description
Usually marketers deal with Google Shopping by using either a product-driven strategy or a query-driven strategy. We had to overcome the disadvantages of the above mentioned approaches and find a strategy that could increase the end user engagement and at the same time maximize our Client ROAS. We created a structure within Google Shopping able to take into account three elements: device type, product margin and keyword value within the funnel. As a result, from an end user perspective, we maximized the customer experience leveraging long tail keywords and showing only high relevant products.We managed to focus resources only on those users with a higher propensity of purchase and only on the Client’s most marginal products.Client
TannicoTags
PPC
SEM
Paid Media
Google Shopping
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