How Shoe Carnival Increased AdWords Shopping Revenue by 45% YoY
Shoe Carnival offers customers a unique and fun shopping experience with a broad assortment of great brands, and value priced footwear for the entire family.
Shopping campaigns had a good ROI, but volume needed to increase to maximize profitability for the channel. Even if it meant cutting some efficiency, it was better to increase volume in the long run versus keeping tactics the same.
We audited all Shopping campaigns to find areas of missed opportunity.
After performing the audit, new Shopping campaigns were created and products were added/removed from existing ones. With nearly 40K products, the analysis and subsequent creation of new campaigns was pivotal to revenue and transaction growth.
We broke campaigns into individual brands and set appropriate budgets and bids according to priority.
By crafting a more granular approach, it made it efficient to undergo daily optimizations, including: bidding adjustments, adding negative keywords, excluding products, and funneling traffic.