Who is the customer?
The 4fizjo brand was created for professionals and enthusiasts of sports and healthy lifestyle. The online store offers more than a thousand unique products divided into specialized categories. Important products on offer include acupressure mats, rehabilitation bands, SUP boards, garden Jacuzzis, massage guns or physiotherapy office equipment. The store’s offer is constantly being expanded with new products, including private label ones.
Challanges
The client decided to choose to work with Data Octopus because he wanted to use product data to improve the online store’s sales performance. Even before the official start of the cooperation, we listed a few major issues:
- Scattered product data and the challenge of combining it
- Lack of a responsive and secure place to store product data from sources such as Google Analytics 4, Google Ads
- Need to achieve better results in ad campaigns at the revenue, ROAS and profit after margin levels
- Need to discover, test new channels to reach customers at each stage of the purchase funnel
- Optimization and concentration of advertising budget based on customer’s 1st part data
- Automation reducing daily data work
- Lack of a single place to focus key product sales effectiveness data from multiple sources
Implemented solutions
We divided the designed and implemented solution into several stages. Importantly, it was at each of them that we worked with both the client and the digital marketing agency serving him. As Data Octopus, we provide not only technology but also a range of services, which are usually appreciated by both the teams on the client’s side and the units working for them responsible for the area of strictly advertising campaigns.
Step 1- Planning, Strategy and Account Setup
- Create a rich floodlight list for user behavior tracking and segmentation.
- Focused on the most profitable products based on the product feed generated by Data Octopus.
Step 2- Feed Optimization and Segmentation
- Implemented a rule to automatically exclude medical products from the feed.
- Daily updates to the feed to ensure it only contains the most profitable products.
- Adapted to the data schema required by CM
Step 3- HTML5-based Creatives
- Creatives were prepared using Google Web Designer and Studio.
- Creatives were designed from the outset to maximize engagement.
Step 4- Data-driven Campaign Optimization
- After some time, the prospecting campaign was expanded to include a remarketing campaign that delivered excellent results based on floodlights.
- In the final stage, custom bidding was used to maximize conversions in the form of purchases.
Results of the collaboration
Results achieved after 12 weeks of the campaign on Google Marketing Platform
- 293% increase in purchase conversions and 168% increase in cart additions
- 213% increase in page view conversions
- 400% increase in post-view revenue and 3138% increase in post-click revenue
- Maintaining similar time spent with ads with fewer creatives and automating their creation
- Innovative use of 1st party customer data and the latest digital marketing technology
Summary
I hope this article has inspired you to start collecting and activating product data differently. If you already have it, even better, because it can be implemented and fed into advertising systems faster, which need it like fuel. Is it worth focusing mainly on ROAS, chasing ever-increasing revenue? Of course, you need to continue doing that, but you can also find answers to growth in product-level optimization, margin. In times of falling margins and rising competition, it is this that determines whether a profit will appear in the account.
