CASE STUDY.
Google Shopping Feed Optimisation & Pay Per Click Marketing
Transform Hotscamp’s shopping feed so that their marketing spend is being spent on searches rather than mismatches.
Hotscamp is a manufacturer of novelty and slogan clothing. They produce a wide range of t-shirts, hoodies and children’s clothing. This is a relatively crowded market, with a number of companies selling similarly designed clothes, at similar prices, in the same ways.
The novelty t-shirt industry makes significant use of Google Shopping and the Google Merchant Centre. This means that for a company to succeed, it has to thoroughly understand how to best optimise a shopping feed, and make the most of the options that the merchant centre presents it. Hotscamp, while making use of Google Shopping, had not properly optimised their feed to best show off their range of products.
Hotscamp needed to make sure that their products showed up when people searched for them. To start with, many of their t-shirts had titles on their product feed that were the text of slogan on the shirt.
This meant that the shirts were unlikely to show up on searches, unless the user was already searching for the exact t-shirt.
We needed to optimise Hotscamp’s shopping feed, so that their products would show for a much wider range of people. This needed to take into account titles, product descriptions and product organisation on the Google Merchant Centre.
Gumpo undertook a comprehensive feed review. This took into account tens of thousands of potential products and product variations. We decided to categorise the products that Hotscamp sells, not just by type, but by intended user.
For example, we noted that a number of the products featured slogans and designs aimed at people who enjoy video games, and who might define themselves as a ‘gamer’. As a result, we decided to create optimised titles and descriptions that would make the product more visible to people who were searching for ‘gamer’ or ‘gaming’ related products.
This led to us creating a range of formulas to create potential product titles and descriptions…
The product titles before we optimised were focused on the name of the product. For example ‘Jesus Loves UK Garage – Womens Tshirt Green Large’.
This identifies the first word ‘Jesus’ as the most important – a much more difficult term to be found for on search for than ‘Women’s Tshirt’.
Before we optimised the product feed, product descriptions were entirely missing. This meant that Google had very little to go off when determining which products to show.
We changed the product titles to better reflect best practice guidelines. This meant putting the important search terms first: ‘Retro Garage Music T-Shirt – Unisex / Men’s / Women’s – Green – Jesus Loves UK Garage – HotScamp’.
This puts the focus on ‘Retro garage music t-shirt’ – a much easier series of terms to be found for than the very specific search required to find a t-shirt that is primarily understood by Google to be about Jesus rather than UK Garage.
Decrease in cost per click
Increase in traffic
Increase in revenue
Increase in ad spend ROI
Decrease in CPA
Increase in conversions
