Unitrailer: segmentation that fuels campaign growth in France
Feed, GA4, Google Ads and margin data in a new product split and campaign structure — results after 7 weeks.
- Google Ads revenue
- +0%
- revenue-generating products
- +0%
- PMax revenue
- +0%
- ROAS
- +0%
About the client
Unitrailer is a Polish brand that makes and sells car trailers and accessories — from light cargo trailers to models for motorbikes, boats or construction equipment. The goal was to improve the store's results in France.
- Industry
- Automotive — trailers and accessories
- Market
- France
- Channel
- Google Ads, PMax
- Agency
- Promotraffic
Challenges
- 01
Only a few percent of the catalogue sold in France, generating too little revenue.
- 02
A need to raise sales efficiency measured by COS.
- 03
Growing revenue.
- 04
No up-to-date report of non-selling products per market.
Connected data sources
- Product feed
- GA4
- Google Ads
- Margin
How we did it
Reporting environment
- Looker Studio reports combining data from many sources for several markets.
Product audit and strategy
- A product sales audit automated with a Google Ads script.
- Strategy and priorities agreed with the client and the Promotraffic agency.
Data preparation
- Feed, GA4, Google Ads and margin sheets in BigQuery and the Master data model.
- Daily scheduled updates.
New product segmentation
- New segments based on rules.
- Views that make checking product health easy.
New campaign structure
- Custom labels as the basis of the new campaign structure.
- Budgets and goals matched to strategy and current product performance.
Results
PMax revenue up 44%.
Revenue-generating products up 60%.
Google Ads revenue up 66%.
Conversions up 23% and ROAS up 18%.
Product pages to improve identified in the non-selling range.
“Data Octopus gives us convenient access to key data at product, brand and category level to support our business decisions.”
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Questions and answers
How do you grow store sales in a foreign market with Google Ads?
Unitrailer started with an audit of non-selling products in France, then built a new campaign structure on custom labels from feed, GA4, Google Ads and margin data.
How soon do results of new segmentation show?
After 7 weeks Google Ads revenue was up 66% and revenue-generating products up 60%.
Why add margin to product segmentation?
Margin lets you set campaign budgets and goals by real product profitability, not just revenue.
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