Petite Provence is a family-owned, small business that sells table linens, kitchen accessories, and home décor imported from Provence, France.
When Google switched from free Google Product Search to paid Google Shopping, we saw it as a potentially profitable new shopping channel for our client.
However, with no average bid history or engine data, there was no telling which way spend and budgets would move or whether smaller companies would be able to compete with national retailers.
We devised an entrance strategy to help them onboard with Google Shopping and become profitable. Our approach included the:
- Optimization of their product data feed to gain them visibility.
- Launch of a customized PLA campaign in Google AdWords.
- Segmentation of products using custom labels to increase bidding controls.
- Ongoing proactive bid management of all products, based on fluctuation of consumer patterns.
Our client’s PLA campaign took off as soon as it entered Google Shopping. Each of the next 4 months maintained a Return on Ad Spend (ROAS) greater than 2000%, with holiday season ROI peaking at over 3000%.