ZGO Perfumery Sees Triple Digit Returns with Google Shopping
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.
Much needed cleanup in ZGO's existing Shopping campaign structure and approach
ZGO Perfumery was reeling from a negative experience that put a damper on their revenue and profits
Existing campaigns would need to be transitioned or scrapped due to a lack of proper structure
Still missing from the mix were important campaign optimizations that could have reduced waste
“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.”
Claude GratianneCEO, ZGOPerfumery.com
Getting granular with their campaigns while offloading their feed management woes
A total 180 degree flip in campaign performance for ZGO Perfumery
Improvement in Return-on-Ad-Spend
Increase in Conversion Rates
Reduction in Cost-to-Convert
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
"We were thrilled to find that Sales & Orders achieved a much-improved cost/conversion ratio."
Claude Gratianne, CEO, ZGOPerfumery.com