IoT Case Study: Leveraging Audience Opportunities for Enhanced eCommerce Performance
Applicable Industries
- Buildings
- Retail
Applicable Functions
- Procurement
Use Cases
- Traffic Monitoring
- Transportation Simulation
Services
- Testing & Certification
About The Customer
Bandages Plus is an eCommerce site that specializes in selling compression therapy supplies, bandages, tapes, and ready-made kits. The company serves a unique audience that is specifically looking for their products. Bandages Plus was keen on understanding its audience better and reaching out to them more effectively. The company was open to testing and exploring new product targets via search traffic and was actively involved in the process of segmenting products into categories that included best sellers, high-margin items, and others.
The Challenge
Bandages Plus, an eCommerce site selling compression therapy supplies, bandages, tapes, and ready-made kits, was facing challenges in identifying and reaching its target audience online. The company was struggling to get in front of potential customers without wasting resources on audiences that were not interested in their products. The challenge was to find the best audience opportunities for the client, which required understanding who was already finding Bandages Plus and why. The company needed to segment products into categories that included best sellers, high-margin items, and others, and reflect these categories in shopping ad group segmentation. This would allow them to set bids according to profitability targets.
The Solution
The solution involved a collaborative approach between the PPC team and Bandages Plus. The team carefully studied Analytics data to understand how they could expand wins and scale back on losses. They segmented products into categories that included best sellers, high-margin items, and others, and reflected these categories in shopping ad group segmentation. This allowed them to set bids according to profitability targets. Regular tests were run on shopping structure, such as segmenting shopping campaigns to allow for bids on generic vs. product specific vs. brand search terms. As Google Certified partners, the team was able to implement new AdWords strategies as they became available. Eventually, the campaign was expanded to include Bing based on successes in AdWords in relation to increased revenue.
Operational Impact
Quantitative Benefit
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