Case Study
Google Shopping Product Feed Visibility and Performance
LOCATION
Australia & New Zealand, UK, US
WHEN
2023
SIZE
>100 stores hold stock in Australia
COUNTRIES
4
Key Challenges
INCREASING VISIBILITY
The client and Pattern targeted for visibility and traffic to outperform previous data before launching the new feeds.
ACCELERATING REVENUE GROWTH
To maintain strong revenue performance and increase revenue volume across PMax at a profitable return on advertising spend (ROAS)
PATTERN
Our Approach
We executed the product feed project in the following manner
- We ran a 40-category feed audit deep dive
- The output identified the feed hygiene levels and tasks that needed to be completed to align with best practices
- We created a detailed project plan including over 50 tasks across all markets which were migrated to a project management platform
- We onboarded a feed management tool for the client and executed all optimisation tasks across all 4 countries
- Launched the new feeds
Results
We achieved +38% increase in the volume of feed products getting clicks across Australia and New zealand and achieved a feed quality score above 80% across all regions.
A key win in this campaign was that we significantly increased the competitive visibility across all countries by implementing our best practices. This is exemplified when we enhanced all product descriptions by adding high-volume keywords and increased the average words per description from 27 to 162, which significantly impacted the product visibility.
INCREASED TRAFFIC
Google Ads PMax product clicks increased by 38% across ANZ, 5% across the US and 15% across the UK.
In addition, we saw an 8-20% uplift across organic clicks, indicating that the newly added keywords which were added to the product feed were picked up by organic searches.
FEED QUALITY
The quality of the feed significantly improved as we implemented best practice recommendations across all regions. This led to the feed management tool scoring our accounts feed quality to over 80%, highlighting the strength of the feeds which directly impact visibility and performance.
INCREASE IN CLICKS FROM +5%
+38%
SPIKE IN COMPETITIVE VISIBILITY
From launch day onwards
+80%
Feed quality score
8 - 20%
Uplift in organic clicks
+38%
INCREASE IN CLICKS FROM +5%
SPIKE IN COMPETITIVE VISIBILITY
From launch day onwards
+80%
Feed quality score
8 - 20%
Uplift in organic clicks
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