Google Shopping Case: Launching Shopping Campaigns from Scratch

Stages of Penguin-team work

First, we set up conversion tracking. Previously, the client had conversions imported from Shopify. But we needed to import transactions from Analytics, because in many projects we were faced with the fact that the Shopify Shopping custom conversion are not working correctly.

We got started right away with Smart Shopping campaigns. Two products were chosen for promotion: Weighted Vest and Massage Gun. We gradually expanded the list of products and set up a Smart Shopping campaign for each product.

At some point, smart campaigns started to “break down”. This was due to dynamic changes: the client changed some information about the product, the website changed its ID, and the ID in Shopping campaigns changed automatically. We had to manually change the ID.

Smart campaigns began to bring results without historical data, although not for all products. Most likely, this was due to the fact that there were more popular products that worked in smart campaigns. Products that didn’t work in smart campaigns have been moved to standard Google Shopping campaigns.

We tested the Shopping campaigns in Australia, England and Canada. But smart campaigns did not work very well for these regions, so we decided to work with the United States for now.

Then we repeated the strategy: we launched a standard Shopping campaign; when it has collected data we switched it into smart. Then we used Target ROAS.

In addition, we launched search campaigns and tested dynamic search campaigns in Google. High CPC in search campaigns prevented us from reaching target ROAS. Then we used dynamic search campaigns where the cost was more favorable.

We also created a campaign for all products with a one cent rate.