AKEK Outdoor Gear

• ClientBrandon, AKEK
• IndustryE-commerce · Outdoor gear
• RoleGoogle Ads Expert
• StartedJun 2024

The challenge

An e-commerce catalogue competing with much larger retailers on the same product searches. Shopping performance was limited by an incomplete product feed, campaigns were competing with each other for the same queries, and purchase values were not being passed back properly, so smart bidding was optimising without knowing which sales were actually worth chasing.

The strategy

Make the feed the foundation, separate the campaign types so each has a clear job, and give the bidding algorithms accurate revenue data. Then scale spend only on the product groups that hold their target return.

The work

• Merchant Center feed. Titles, categories, attributes and images cleaned up so products qualify for the right searches and disapprovals stop.
• Campaign structure. Search, Shopping and Performance Max separated with clear priorities and negative lists, so campaigns stop bidding against each other.
• Tracking. Purchase events with values and enhanced conversions set up across Google and Meta, so ROAS targets are based on real revenue.
• Testing. Continuous testing of product groups, bidding targets and creative angles, scaling what holds its return and cutting what does not.
• Reporting. One view of spend, revenue and ROAS by product group, so budget decisions take minutes rather than a spreadsheet afternoon.

Results

Tools & platforms

Google AdsMerchant CenterPerformance MaxMeta AdsGA4Google Tag ManagerShopify