A Cut above the Competition.
Bypassing competitors for Google Ad Spaces
As one of the biggest Health & Beauty retailers in the UK, Superdrug stock hundreds of brands within a very crowded market. With competition for Google ad space so coveted, Superdrug needed a setup whereby competitor data could be fed into the Google Shopping feed & automatically adjust bids on specific SKUs, maximising coverage on products where they price more favourably than the competition.
Goals.
- Automate Google Shopping bidding modifications based on individual SKU price competitiveness
- Maximise coverage of SKUs with stronger price point compared to competition, while having expensive SKUs still contribute in an efficient way
Approach.
- Historic CPCs of product categories benchmarked
- SKU price with Superdrug compared to average of all advertisers at auction & ranked based on competitiveness
- Price competitiveness data is pushed into the Shopping feed
- Bid assigned to SKU dynamically updates based on how competitive Superdrug are
Results.
- 139% increase in revenue
- 89% increase in ROI
- 48% increase in traffic
- 63% increase in conversion rate
- Shift to Shopping as leading revenue driver in Google Ads activity
