We achieved 200% revenue growth and nearly 300% conversion growth with a customized Shopping strategy for Combifit.
About Combifit
Combifit is an online wholesaler in the glazing business. The webshop offers all materials and supplies for installing glass, except the glass itself. In addition, Combifit sells products for the painting industry.
Challenge
For Combifit, Google Shopping is a valuable channel to sell products. To make even better use of this channel, it is important to match the search result of Shopping as closely as possible to the search query and the search intention. Since bidding on keyword level is not possible in Shopping, we have developed a strategy to optimize on keyword level.
Approach
The keyword entered into Google often provides information about purchase intent. For Combifit, for example, we distinguish between generic terms, brand-related terms and product-specific terms. Potential customers who enter a generic term are often in the exploratory phase, where the likelihood of a purchase is low. Product-specific search terms relatively often result in a purchase in the web shop because these visitors know exactly which products they want to purchase.
All the different search terms are distributed among these three categories. By adding exclusion words, we ensure that a keyword can only appear in one category. Each category is then given a priority and a CPC strategy. With this strategy, we ensure that the biddingandn priority match the probability that a keyword will lead to a purchase in the web shop.
Result
This strategy caused the number of conversions through Shopping to grow by nearly 300%. In addition, sales through Shopping increased by over 200%.
