Case: Enhancing Bel Punto’s summer clothing campaign results by switching to Producthero’s Premium Google CSS
About Bel Punto
- Romanian fashion brand
- Online presence since 2020
- Headquarters in Bucharest, Romania.
- www.belpunto.ro
About Web Ventures
- Full-service digital marketing agency
- Started in 2010
- Headquarters in Bucharest, Romania
- www.webventures.ro
RESULTS
- Cost Per Click: 19.11% decrease
- Return On Ad Spend: 19.71% increase
- Testing period: July 27 – September 11, 2024
GOAL
Improve the performance of Bel Punto’s summer clothing campaign by implementing Producthero CSS
BACKGROUND
During the spring/summer collection season, Bel Punto approached Web Ventures with concerns about the results from their Google Shopping campaigns. In response, Web Ventures initiated an in-depth analysis to identify the underlying issues affecting the performance and developed a tailored strategy to optimize their Shopping campaigns.
APPROACH
Dragos Braha, an experienced PPC specialist with a focus on e-commerce, led the optimization efforts for shopping campaigns for Google Ads. Drawing on his successful experience with previous clients, proposed implementing Producthero Premium CSS to improve the competitive position of Bel Punto’s shopping ads on Google.
Having successfully switched many clients to Producthero CSS with strong results, he was confident that this solution would similarly benefit the client’s campaigns.
CHALLENGE
The implementation of Producthero led to remarkable improvements which are measured on a year-over-year period:
Despite this, Dragos presented data from successful case studies to convince Bel Punto to give Producthero CSS a chance, emphasizing that switching to Producthero Premium CSS frequently helps other clients avoid further declines in results and often helps to improve the performance of their Google Ads and Shopping campaigns.
“Producthero makes the difference with the powerful tools and the strategic planning options it offers, especially for agencies like ours. Producthero stood out as they educated us about their solutions and the CSS program, ultimately convincing me to give it a shot. The results have been remarkable for our clients.” – Dragos Braha, PPC expert at Web Ventures.
IMPLEMENTATION OF PRODUCTHERO PREMIUM CSS
Dragos convinced the client to test Producthero Premium CSS for their Google Shopping campaigns by demonstrating that, even with Producthero’s basic plan, they would gain a competitive advantage through a 25% increase in bidding value compared to Google CSS.
“Rather than immediately opting for the Producthero PRO plan, Bel Punto chose the standard plan to first evaluate its impact. Thanks to Producthero’s easy onboarding process and outstanding support, the switch to Producthero CSS was seamless, with minimal downtime and rapid integration into the Google Merchant Center. Early tracking showed improved ad visibility, setting the stage for a broader evaluation of the campaign’s performance in the weeks that followed.” – Dragos Braha, PPC expert at Web Ventures.
RESULTS
The impact of switching to Producthero CSS became evident in a short period. Comparing the performance of Google Ads and Shopping campaigns after the switch (from July 27th till September 11th) to the previous period, Bel Punto’s Shopping ads saw significant improvements in visibility:
- CPC decreased by 19%: The CPC discount provided by a Google CSS Partner like Producthero CSS, substantially reduced the client’s advertising costs.
- ROAS increased by 19%: The lower ad costs combined with better ad performance resulted in a higher return on ad spend, delivering the outcomes both Dragos and Bel Punto were hoping for.
It’s important to note that the positive results were driven purely by the switch to Producthero Premium CSS, without utilizing Producthero’s title optimization tool or the Labelizer strategy.
This highlights the value of partnering with a Google CSS Partner like Producthero and emphasizes the importance of the advantage of using a Google CSS partner to increase your bidding value.
Example: If a merchant under Google CSS bids €1 on a shopping advertisement spot, only €0,80 goes to the auction. While using a CSS Partner, like Producthero, will make sure the entire €1 goes to the bidding. This gives the merchants a better position and better results in Google Shopping.
IMPLEMENTING A NEW STRATEGY FOR SHOPPING CAMPAIGNS: PRODUCTHERO CSS IS THE RIGHT CHOICE
Bel Punto’s case demonstrates that even a cautious, phased approach to adopting Producthero can be a game-changer when implementing a new strategy for Google Shopping ads, leading to significant improvements in CPC and ROAS.
At the same time, Web Ventures consistently chooses to work with Producthero for its comprehensive set of tools; Dragos Braha, PPC Expert at Web Ventures: “In addition to competitive pricing and the CPC discount, we value Producthero’s strong support, quick response times, intuitive tools, and the expert knowledge Producthero provides.”
Dragos also notes that the potential for even greater success is clear when the client utilizes Producthero’s title optimization tool or other features included in the Producthero PRO solutions, like the Labelizer strategy to segment products based on performance or Products AI to optimize your product feed.
