Accessories

Client’s Story

Coverslee specialises in intimate accessories that combine comfort with discretion. Despite offering quality products, their online sales lagged due to underperforming Google Shopping listings.

Initial Request

We aim to optimise Google Ads’ performance, increase transactions, and drive profitable growth.

Challenges we faced

Main Issue: Coverslee’s products were lost in the vast online marketplace. They faced several hurdles:

• Essential product information, such as keywords and categories, was missing or incomplete.
• They weren’t fully utilising the features of Google Merchant Centre, affecting their visibility.

Product titles and descriptions lacked the appeal needed to draw clicks and conversions.

The Growth Method

To elevate Coverslee’s presence on Google Shopping, we employed a multi-faceted approach:

Enhanced Product Ratings and Seller Ratings:

• Before: No ratings were displayed, leaving potential customers uncertain.
• After: We activated ratings to show off positive customer feedback, which built trust and credibility.
  

Promotional Campaigns Setup:

• Before: Promotions were not being used effectively to attract attention.
• After: We introduced eye-catching promotions that appeared directly in the shopping ads, enhancing click-through rates.
  

Revamped Titles and Descriptions:

• Before: Titles and descriptions were bland and not optimised for search queries.
• After: We injected relevant keywords into titles and crafted compelling descriptions highlighting the products’ unique benefits. For example, we changed “Silicone Nipple Covers” to “Mini Silicone Nipple Covers | Vanilla Circle Shape, Size AA–A | Adhesive-Free, Invisible Pasties | Coverslee,” emphasising the unique selling points and target audience.
  

Refined Product Categorisation:

• Before: Products were often misclassified or too broadly categorised.
• After: We meticulously categorised products to ensure they appeared under specific, relevant search queries, making them easier to find by the target audience.

Results

Performance Metrics:

Showcase the dramatic uplift in performance post-Google Ads implementation:

Before and After Metrics:

• Transactions: From 326 to 3,207.
• Revenue: From €12,505.08 to €236,418.70.

Lessons and Insights

Challenges Overcome:

• Keyword Optimisation: It was challenging but essential to balance the inclusion of relevant keywords while keeping product titles and descriptions natural.
• Category Precision: Fine-tuning product categories to match user searches required ongoing adjustments and market research.
  

Strategic Takeaways:

• Regular analysis and updates to the Google Merchant Center are essential to adapt to consumer trends and search behaviours.
  

Conclusion and Future Directions

Our targeted optimisation strategy significantly enhanced Coverslee.com’s performance on Google Shopping, leading to a notable increase in sales and online presence. We plan to continue refining our approach, exploring advanced analytics to tailor our strategies further, and expanding our optimisation efforts to capture an even larger audience.

Looking to grow your accessories brand with strategic, data-driven Google Ads campaigns? Let’s discuss how we can help you achieve similar results.