I was excited spearhead CorkSport’s launch on to Google Shopping.  Since the launch of Google’s product recommendation engine in 2002, the brand had never offered it’s product through the offering.  But it was more evident than ever that this was a missed opportunity to get visibility for the CorkSport brand.  This was part of a bigger strategy to also launch Google ads which CorkSport had limited exposure to the Google ad platform. 

Initially I exported the database of products and uploaded it to Google.  A major hurdle was working out shipping since the Google was pulling an improper schema tag labeled shipping and listing it on the results. After some trial errors we resolved the issue.  And in time, using these data feeds helped broaden out colors and categories for the these products.  

Quality Score is very important to driving affordable Google Ads. Creating effective landing pages was very important in lowering costs and optimizing ROAS.  The individual product pages already had some quality information offering some solid QS.  However, some of the more generic top of funnel campaigns need landing pages.  Content and products was my focus and these pages generally landed in the 8-9 for quality score. 

After gathering and building out the assets it was time to create the ads.  This was relatively easily since the building blocks were created. Here I managing the ads from both shopping feed and ensuring accurate information was important.  Purging products that didn’t convert well and eating into ad spend was a challenge.  Since I was allotted a small budget, this became important to maximizing ad spend on the products that converted the best. 

Outcomes

The ad campaigns went very well.  My time was and spend was less than 7k during my time there.  The leadership was generally cautious with the advertising budget making it difficult to run ads at scale.  Despite the limitations on this my limited budget brought in a positive ROAS with overall account return of 36x on overall spend.  I would attribute some of this to the higher ticket items that we focused on and in some cases, the amount purchased in products far exceeded the dollar amount spent.