Smart Shopping Campaigns with Automated and Manual Strategies
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ZeroWater is a water filtration brand that sells a variety of water pitchers and dispensers to consumers. They pride themselves on their advanced 5-stage filtration systems that are able to remove 99.6% of total dissolved solids (TDS) found in drinking water, leaving customers with the purest tasting water. They’ve continued to expand their product offering with different sizes of pitchers, an eco-friendly line, a subscription offering for replacement filters, starter pack bundle offerings, and more.
The existing Google Shopping set up wasn’t performing to its full potential. With all products grouped together, replacement filters were favored by Google’s algorithm as they have a lower price point and higher conversion rate than first-time pitcher purchases. This was not ideal as replacement filter purchases have significantly less value to the company than new pitcher purchases.
We needed to develop a strategy that allowed us to advertise all of the different products while driving efficient purchases above their return on ad spend (ROAS) goal.
Our approach was to leverage Google’s automation with Smart Shopping, while also maintaining control over how much we spent for different product types by using traditional Manual Shopping. We built out two campaigns and split products based on price point. This allowed us to optimize and set goals for each group separately.
We created a Smart Shopping campaign for the higher-priced and higher-priority products including pitchers and dispensers. This allowed Google’s machine learning to show users the right product options at the right time based on what they were searching for.
We launched the campaign on Maximize Conversions bidding to allow the algorithm to learn using as many purchases as possible. After a few weeks of data, we switched over to Target ROAS bidding.
We created a Manual Shopping campaign for the replacement filters. This allowed us to have more control over bids, spend, and goals for these products. Since the average order value for replacement filters is lower, and they are being purchased by existing customers, they are lower priority behind the pitcher and dispenser sales. Spend is kept lower for these products to maintain profitability based on the purchase value. In this campaign, we actively adjusted bids based on the volume and performance coming through.
In addition to the automated and manual strategies, optimizing the shopping feeds for the best experience possible was another big factor for success. Top keywords were included in product descriptions, while product categories and product types were drilled down as far as possible to the most relevant selections.
Another key piece to the overall strategy was using Google’s promotion feature while sales and promotions were running. Consumers love deals, and maintaining the additional discount tags on shopping ads helped increase conversion rates.
Over the course of a full year with this Google Shopping strategy in place, we were able to increase ROAS by over 145% and steadily maintain a profitable ROAS at substantial volume.