Project overview

LitterBins is a UK based company with over 20 years of experience supplying and manufacturing bins to domestic, trade and public sectors.

Challenges

The client wanted to use Shopping placements to promote B2B-type products and also increase their presence in Free Listings. The products from Shopify were imported via the native Google & YouTube app without any additional changes to the attributes. The current campaigns targeted all the products without segmentation. For Shopping, the client used a PMax campaign, primarily focused on acquiring traffic for low-priced products. High Average Order Value could lead to the situation where the client could receive 1-2 purchases monthly which cover monthly costs.

Solution

1. Conversion tracking with 1 Symprosys 

The number of purchases was mismatched with the data we saw in Shopify using UTM parameters, so we switched to custom pixel tracking provided by Simprosys.

2. Add to cart conversion

With 1-2 purchases monthly tROAS smart strategies weren’t available for Shopping campaigns, so we added add to cart conversion with a lower Conv. value to provide more signal to Google

3. Shopping query filtering system

To focus only on the most relevant queries we created three campaigns with a shared budget, different bids (using tROAS), and priorities to bid more on the most relevant keywords.

4. Feed Optimization

Using Simprosys and Supplemental feed we filled empty attributes and prepared well SEO optimized titles.

5. tROAS adjustments, Product and Search Term research

To ensure profitability, we regularly updated the product list, making sure to showcase only bestsellers. We also adjusted semantics to target the most relevant keywords and modified tROAS targets when we had the capacity to scale or needed to maintain profitability.

Results

• Scaled Campaigns – We increased monthly spending 4x with a stable ROAS over 333%
• Increased quantity of purchases – 1-2 Purchases increased to 10-20 purchases monthly with high AOV
• B2B oriented setup – Instead of targeting low-priced products with generic keywords, we target B2B oriented bins with high intent keywords.