Ecommerce DTC Paid Media

This client came to us to manage their Google Ads campaigns for a DTC ecommerce site running on Magento with several thousand products.

We tested standard shopping against performance max and search campaigns and found search and shopping outperformed, with shopping very much in the lead and allocated more of the budget toward that.

Google shopping is very dependent on the XML shopping feed coming from the website as it determines ad copy and which products get pushed to Google Ads. The product feed wasn't optimized and so we built a custom feed that incorporated product data in the most optimized way we could, and tested that against the original shopping feed. The new feed significantly outperformed on all metrics so we rolled it out to all products sitewide.

We also assisted in improving product images across the site, which were outdated and low quality prior to this work.

This site had lots of overlapping products and so we identified an opportunity to better assist users in finding related products or cross-selling the house brand that had a higher profit margin. This also improved performance and had an impact on all traffic, not just paid.