How to… Myprotein partners with Kelkoo Group to increase visibility and market share
Posted on July 17, 2019
Myprotein, a leading global brand in sports nutrition and clothing and part of The Hut Group, were looking to improve the advertising of their products on Google Shopping Ads. The company partnered with Kelkoo Group and our in-house team delivered several ways to improve their overall advertising strategy and output.
In our latest ‘How to’ post, we will take a look at how Kelkoo Group was able to assist Myprotein on their feed optimisation through Feed Rules in the Google Merchant Centre.
Capturing increased traffic: UK Test
What was the goal?
Increase visibility for Myprotein, grab market share and put the account in a stronger positon to capture specific high volume queries.
How did Kelkoo Group assist?
We know from our experience with many retailers that adding relevant queries to key feed attributes can boost results. We added “UK” related terms to the feed via Merchant Centre Feed Rules, enhancing them in one batch and improving relevancy for this query theme.
The test contributed toward a 12% Traffic increase in related queries and a CTR jump of 12%.
Adam Garnsey, Head of Acquisition at Myprotein
“We looked to test the impact of adding some of the most popular words and phrases that were searched along with our products that we didn’t previously have in the feed.
Initially sceptical of the impact it could have, we were surprised at how much performance improved on those products that we included in the test. Kelkoo Group helped us to identify these phrases and we’re looking to test more in other territories to see if we can see the same uplifts. “
Here at Kelkoo Group, feed testing for both seasonal events and Business as Usual forms part of our service to online retailers. As soon as we enter into a new relationship with a client, we will meet with you and endeavour to come up with recommendations based on your feed quality, search query reports and our internal expertise. We can execute potential testing on your behalf and provide reporting.
Looking to improve your feed optimisation and current reporting tools? Why not get in touch to find out how Kelkoo Group can help you to deliver on your seasonal campaigns and beyond.