Here at Kelkoo Group we’ve been working with Google Shopping since its launch back in 2002. In that time, we’ve made it our mission to learn all there is to know about Feed Optimisation and Feed Health. Now, as Europe’s biggest CSS’, we aim to bring our extensive expertise to the table for our merchants, helping their Ads to thrive.
One of those merchants is The Hut Group. Our partnership launched early 2019 and since then we’ve collaborated extensively on Feed Optimisation for both seasonal (Black Friday, Christmas) and regular business. We are working together in terms of recognising opportunities, executing changes and measuring the impact of the different optimisations.
Today, let’s take a look at AllSole, a leading footwear boutique belonging to The Hut Group, distributing global brands such as Birkenstock, Converse and UGG Boots for Men, Women and Kids.
A primary goal of Feed Optimisation is to boost volume for under-performing categories or areas with good return on ad spend (ROAS). By identifying key categories and coordinating with the retailer on upcoming product pushes, we contributed toward a 92% Traffic growth vs. the previous 30-day period at a time when Total Account performance was flat. We achieved this through identifying high ROAS query themes and strategically applying them to the feed.
Isabel Thurston, PPC Executive across The Hut Group, Luxury Brands.
“Kelkoo Group helped us optimise our Feed to ensure we appeared for as many online searches as possible, in particular for the categories which saw an increase in popularity. We saw a huge increase in traffic to site whilst managing to maintain our original CPC which was exactly what we were aiming for”.
With the all-important Q4 period getting closer and closer, it’s absolutely the right time to think about the opportunities which could be unlocked within your Feed. It is sometimes much more efficient to optimise your feed and therefore increase your relevancy, than just blindly raising your bids for very little return. Google Trends tells us that consumers start their research early so it pays greatly to make sure your Feed is ready to participate in those vital Shopping auctions. What’s more, as a CSS, by working with us you bypass the Google margin thereby activating a bidding advantage.
Find out more about our Shopping Ads solution here and talk to us for individual tailor made solutions.
Kelkoo Group has been a leading player in Google’s CSS space since the start and our results with AllSole are not a one off. If your brand is looking to grow in 2020 and beyond then get in touch as the CSS Bidding Advantage is a great tool for helping you reach your targets whilst also reducing your CPC so you can re-invest in Google Shopping or other channels.