The overall challenge
The challenges were due to high costs on low margin products, which led to low ROAS for the client, as most of the budget was spent on advertising products that did not perform well.
By using custom labels to automate the process of segmenting product inventory into different product groups, we were able to identify high-margin products from the product feed. Having done this, we could rearrange the campaign structure accordingly and assign specific strategies for these products.
By prioritising high-margin products, we could see an overall performance boost on customer shopping campaigns:
85% increase in turnover
68% increase in transactions
22% boost in conversion rate