Challenges Identified

Shopping and Search networks were underutilised, despite their high potential for eCommerce.

Existing campaigns lacked clear keyword segmentation and audience targeting strategies.

Google announced the phase-out of Smart Shopping mid-way through the campaign period, requiring a timely and strategic response.

Conversion rates and cost-per-acquisition (CPA) needed improvement to scale profitably.

Our Strategy

Keyword Strategy & Campaign Structuring

Conducted in-depth keyword research focused on product-aligned, long-tail, and high-intent bottom-of-funnel terms.

Built Search campaigns using exact match keywords to capture high-intent new customers.

Created a separate Search campaign using phrase match keywords specifically for remarketing audiences, ensuring existing high-value users were retained effectively.

Smart Shopping Campaign Execution

Launched with Smart Shopping campaigns, which initially drove the bulk of conversions by efficiently using the product feed and automated bidding.

Tackling the Shift to Performance Max

Midway through the campaign period, Google introduced Performance Max, replacing Smart Shopping.

Understanding the risks of budget being spread across Display and YouTube, we addressed this by:

Launching a Performance Max campaign using only the product feed.

This approach ensured continued presence on the Shopping network while preserving performance and filling in the gaps left by the discontinued Smart Shopping campaigns.

Ongoing Optimisation

Continuously analysed search terms to reallocate budget to the best-performing keywords.

Refined bidding strategies to lower cost-per-click (CPC) while improving conversion rates.