Cellz is a leader in retail and wholesale electronics, specializing in cases and accessories for mobile devices and cameras.
Like many merchants at the time, our client was thrust into the world of paid Google Shopping without a game plan. To stay afloat, they built a basic Product Listing Ads (PLA) campaign through their Google Merchant Center dashboard.
Within a month, Cellz’s free traffic was replaced by high click costs and an unsustainable Return on Investment (ROI). They knew they wouldn’t be able to survive in Google Shopping with their current approach.
We outlined a data feed optimization program to work in conjunction with a targeted AdWords PLA campaign, which included:
- The reformatting and strategic optimization of their data feed.
- The implementation of a custom campaign that targeted different subsets of inventory.
- Proactive bid and budget management.
Within a month, we were able to bring their average Cost-per-Click (CPC) down from $0.53 to $0.14, while increasing clicks over 300%. Click-through-rate (CTR) and conversion rate soared as well, transforming a temporary setback into a triumphant resurgence in Google Shopping.
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