October 21st, 2013 | Published in Google DoubleClick
A few months ago, we announced improvements to our inventory-aware campaigns feature, which automatically creates and optimizes a retailer’s search campaigns, based on updates made to their Google Merchant Center product feed. Since then, we’ve seen some impressive results across the board, showing that inventory-managed keywords more than doubled return on ad spend for heavy users(1).
Today, we wanted to highlight one of our success stories around this feature. The following story comes from Piston -- a bicoastal digital agency in the US, who helped their retail client maintain a “stylish profile” by keeping their campaigns relevant using inventory-aware campaigns.
After working around the clock to keep up with ever-changing product descriptions, prices, and landing pages during a busy holiday season, Piston turned to inventory-aware campaigns to scale their campaign management across their retail client’s 8,000+ products.
“When we’re looking for a solution, the key questions we ask are: can this save us time, can this save us money, and does it have features that can really help us impact our bottom line? And with DoubleClick inventory-aware campaigns, the answer was always ‘Yes’.” says Jennifer Johnstone, Senior Performance Marketing Strategist at Piston. “Inventory-aware campaigns allow us to save time from manually managing product inventory, enable us to spend our dollars on more efficient product level keywords, and help us drive more revenue than manual campaign builds.”
One quarter after adopting inventory-aware campaigns, Piston saw a 51% rise in ROAS, a 26% jump in CTR, and a 50% boost in conversion rate, compared to manually-managed campaigns. Additionally, inventory-aware campaigns allowed them to expand keyword coverage on both products and SKUs by 49% -- all while saving an estimated 38 hours over one quarter since implementation.
To get the full scoop on Piston’s success with inventory-aware campaigns, download the full customer story here. Stay tuned to the DoubleClick Search blog and Google+ page for even more customer success stories.
1. Google internal data, 2013