ZGO Perfumery Sees Triple Digit Returns with Google Shopping

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ZGO Perfumery

ZGO Perfumery, an airy upmarket San Francisco boutique offering fragrances, scented candles & perfumed bath & body products had been running Shopping campaigns since late 2016, early on seeing a great spike in traffic much like many retailers who began adopting Google Shopping into their digital marketing at that time. While they oversaw their product feed on their own, they left the oversight of the advertising to an agency only to find dwindling performance over time.

The results? An inneffective and innefficient outlook on their Shopping campaigns.

The Challenges

Much needed cleanup in ZGO's existing Shopping campaign structure and approach
Agency Burn

ZGO Perfumery was reeling from a negative experience that put a damper on their revenue and profits

Compartmentalized

Existing campaigns would need to be transitioned or scrapped due to a lack of proper structure

Key Optimizations

Still missing from the mix were important campaign optimizations that could have reduced waste

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“We had quite a bit of experience managing our own shopping feeds and campaigns but were feeling overwhelmed by the time required to properly maintain them.”

Elite BigCommerce Partner Google Shopping
Claude Gratianne
CEO, ZGOPerfumery.com

The Approach

Getting granular with their campaigns while offloading their feed management woes

The Results

A total 180 degree flip in campaign performance for ZGO Perfumery

161X

Improvement in Return-on-Ad-Spend

219%

Increase in Conversion Rates

90%

Reduction in Cost-to-Convert

70%

Reduction in Average Cost-per-Click

Why it all worked

The right approach and a dedicated eye on detail
  • Offloading their feed to our app for BigCommerce stores
  • Relaunching Shopping campaigns with a hyper-focused, granular product structure
  • Focusing heavily on the top-most performing products in their catalog and dedicating spend to them
  • Keeping conversion costs in check by reallocating any wasted spend away from low performers and giving it to the top performers
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"We were thrilled to find that Sales & Orders achieved a much-improved cost/conversion ratio."

Claude Gratianne, CEO, ZGOPerfumery.com

Want to see how it works? Request a complimentary demo

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