Bushdoof designs custom lighting and accessories for vehicles. The products already had a loyal following, Google Ads just wasn't reaching enough of the people searching for them.
Bushdoof designs custom lighting and accessories for vehicles. The products already had a loyal following, Google Ads just wasn't reaching enough of the people searching for them.
When we took the account on, it was tiny and messy. 1 campaign carried 75% of the spend and brought in 72% of the revenue, with whole product lines competing for the same small budget. Tons of products were disapproved in Merchant Center, which kept them out of Shopping results altogether.
Bushdoof had a strong catalogue and their products had strong demand. The account needed a structure that gave every product line room to sell.
Our strategy
We started with the feed, where we cleared every product disapproval in Merchant Center and optimised each listing so products could show properly in Shopping. Next we removed branded terms and segmented them out, as well as segmenting on the different product categories.
We keep it sharp week to week. Budget moves towards the categories selling best, negative keywords keep spend off irrelevant searches and creative stays fresh.
The results
Bushdoof now has an account built around its full catalogue, with growth coming from new customers searching for its products and not just its name.
