Leveraging client data to grow Google Shopping Advertising Campaigns

SUMMARY

Tannico is a big player in wine ecommerce with the largest catalogue on the Italian market. User behaviour is complex and product inventory is constantly evolving. By analyzing keyword data from all relevant consumer searches throughout their shopping journey we could see how real wine lovers are sophisticated one-of-a-kind customers and have an elaborate research behavior.  

We teamed up with our client in order to create a structure within Google Shopping advertising able to take into account three elements: device type, product margin, and keyword value within the funnel. Therefore, we gave priority to keywords used in the final stage of the funnel, ie: searching for the full ‘name’ of a wine, the region, appellation, cellar, year, flavor etc. to so-called “hard core users”, those who were actually ready to buy. 

As a result, from an end user perspective, we maximized the customer experience leveraging long tail keywords and showing only highly relevant products. At the same time, the ads we created would only show products with higher margins and would automatically update according to the product availability and price. This meant we were able to maximize ROAS for our client.

THE CHALLENGE:

To overcome the disadvantages of product-driven and query-driven strategies, taking into accout the intent of the potential customer and solving the lack of data.

THE SOLUTION:

We created a structure within Google Shopping advertising able to take into account three elements: device type, product margin, and keyword value within the funnel. We managed to focus resources only on those users with a higher propensity of purchase and only on the client’s products with the highest margins.