Client Case - How Google Feed Optimization boosts conversions
by Guest Author, on January 21, 2020
Digital Marketing Agency Kvantum use WakeupData's feed management platform as a means of adding value to their clients feeds. In this case we take a look at how they were able to add value to a client's Google Shopping campaigns through feed optimization:
How data feed optimization adds value
The example below shows some concrete results of what data management via the WakeupData platform can result in.
It comes from the campaign for a Kvantum customer on Google Shopping measured over a 14 day period in November 2018 compared to the same period in November 2017.
In the first graph (source), the blue line shows the number of clicks from the 9th November to the 22nd November in 2018 while the orange line shows the number of clicks during the same period in 2017. The result shows that with an optimized feed you can achieve an increase in clicks while decreasing the overall click price.
On November 13th, Kvantum implemented a new and optimized product feed, which had been optimized through Wakeupdata.
For a Google Shopping campaign, 'feed optimization' could involve a wide range of improvements (get more info from the links below):
- Product Titles
- Product Descriptions
- Effective Categorization
- Merging extra data from other sources
- Removing duplicate values
- Adding missing EANs
The effect of this array of data optimization is clearly seen in the graph below, as the number of clicks increased sharply the same day to a constant cost-per-click (CPC).
The next graph (below, source) shows the CPC / click price trend for the same period in 2018 compared to 2017.
The orange line clearly shows that the campaign in 2017 against Black Friday and Christmas sales had rising click prices . This was necessary in order to gain sufficient visibility and obtain clicks during a period of high competition.
Similarly, the blue line reflects a solid campaign that, despite a period of high competition for the vast majority of e-Commerce companies, maintained a stable low click price and therefore benefited from the period's high demand.
Boost to clicks and conversion rates
The direct effect of the optimizations can be read in the results:
The campaign saw a conversion rate increase, from 1.08% in 2017 to 3.33% in 2018.
So not only did the campaign gain far more clicks at a constant CPC during the period, but the clicks that the campaign delivered were much more convertible as Google, with additions to the product feed, now has the opportunity to display exactly the right product for the customer's search.
Examples of additions can be anything from EAN / GTIN values, correctly formatted sizes, normal and offer prices , inventory information, colors and age groups.
"When we use this tool it allows us to work with complex data sources in a structured way so that we can make the most of our clients' marketing budgets.
An optimized product feed is strongly instrumental in optimizing the results of their advertising - and we have seen this to good effect for our e-commerce customers."
Get an insight into feed optimization
Want to hear more about the kind of data feed optimizations that can deliver these results to your Google Shopping campaigns?
We've produced a free guide which lets you audit your Google Shopping feeds and find out where feed marketing tools can help deliver you more value.
Get your download below: