Pet Wellbeing

Approach, Strategy & Solution

Our first task was to regain keyword/search query control with a proper campaign structure.

The key to Google Shopping success lies within the building and implementation of a strong, granular campaign structure when it comes to clients like PWB with over 120 product types.

We created several campaigns with multiple ad groups per product type, which gave us tighter control over bids and queries. Campaigns were divided as Branded and Non-Branded campaigns with the same ad group structure. Every ad group was set to contain a product type for both cats and dogs.

For every product, we created branded and non-branded titles (“Kidney Support Gold for Cats” for branded and “Cat Kidney Failure Treatment” for branded). Multiple variations of branded and non-branded titles were created as well in order to make the campaign as granular as possible. But in a specific product group, three product titles can perform well while another product title may be skewing the data with 20% ROAS.

This is where our monthly optimizations came into play. They excluded poor performing titles and allocated budget toward those that had reached or were close to reaching the ROAS goal. The next thing we noticed was that in 2016, almost 5k clicks were generated with a CPC of $0.25 and less. The traffic spent just 1.3k and generated over 85k in return. We interpreted this as an opportunity to create a low bid “catch all” campaign in 2017, which is the best way to target large numbers of cheap clicks. The low bid campaign together with a high priority campaign setting allowed us to capture all the low CPC traffic and show our ads on more expensive search terms.

In March 2018 , we decided to increase exposure for item bids with less than ten clicks. So, we created a campaign with just one ad group where we excluded all product bids that had ten clicks or more. For everything else, we put a bid that was 20-30% higher than average CPC for the period of the last three months. This not only increased exposure for titles that previously did not receive enough traffic but also refreshed terms our ads show up for without sacrificing traffic from the main campaigns. One interesting observation was that lot of “CBD” related traffic came from this campaign and was responsible for over 17k in revenue (Mar 2018 – Jan 2018). In Q4 2018, the campaign was responsible for over 85k in revenue.