Meubitrend / Woodville
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Year
2018
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Company
Woodville
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Services
Google ads, Display
Problem
Woodville is an interior design manufacturer with an own factory, using their website as their sales channel.After auditing, a lot of wasted ad spend on the display network and underperforming impression shares on the Google Shopping network -- which had high return on investment -- were found. Another important component of the was the fact that their pay per click diversification was low, all their eggs were (unnecessarily) in one basket. So it was proposed to start leveraging marketplaces such as Amazon and Bol.com to spread risk .
SOLUTION
Expanding to different channels became easier through advertising automation (Channable), allowing us to advertise on all different marketplaces and Google Shopping with one source feed. We also implemented dynamic ad texts, which matches the current price of the product in the ad copy, effectively transforming text ads into shopping ads. IF-conditions for different ad copy on mobile devices and for RLSA lists also resulted in a high uplift of CTR. Last but not least, we leveraged location targeting in the ad copy as well. E.g. “Free shipping to [location]” with location being dynamically inserted.
Impact
- Click through rate increased by 141% Y.o.Y
- Revenue increased by 112% Y.o.Y
- Return on ad spend remained stable (+1% increase Y.o.Y)
