CASE: Rituals gained control on their Performance Max campaigns

Results

• Together, Rituals and Producthero scaled Shopping ads with smart bidding and other advanced features. Combined with Producthero’s own product feed optimization tool, Rituals achieved a triple-digit turnover increase in online sales within their spend targets.

28th september 2022

“By offering Shopping ads through a CSS partner like Producthero, we are able to offer merchants a discount on their Shopping ads compared to Google Shopping. Furthermore, it helps us to offer additional software for SEA & PPC experts to maximize their advertising performance.”
Martijn Beumer, Co-Founder & Product lead, Producthero.

“By using Producthero as a CSS and their additional tools we gained more control on our SSC and Performance Max (PMax) campaigns. This helped us to significantly increase our volume and visibility on the Google search engine.”
Yannic van Overbeeke, Senior SEM Team lead, Rituals.

Before working with Producthero, Rituals already used Shopping ads on Google Shopping. To optimize their ad spend and increase their revenue, they switched to a Google Premium CSS partner. In particular, they switched to Producthero. At first, they implemented the CSS program solely in the Netherlands; after that, together, we measured a 20% decrease in their Shopping ads costs. Additionally, they used Producthero’s Title Optimizer to improve the titles of their Shopping ads.

As the COVID-pandemic forced their offline stores to close, the pressure for their online shops to perform gained importance. That is when they extended the Comparison Shopping Services (CSSs) across Europe and implemented Producthero’s software services in all countries, also in the USA, to further improve their Shopping ad performance.

“We use both the Producthero Title Optimizer to optimize titles of campaigns, especially in countries where we have less knowledge of the language. Additionally, we also use the Producthero Labelizer. This allows us to categorize products into segments. This gives us more control over our Performance Max (PMax) campaigns. It enables us to adjust our Shopping ad spend based on the revenue that products generate.” Yannic van Overbeeke, Sr. SEM Team lead, Rituals.

Using the Producthero Title Optimizer, the entire SEA team at Rituals can improve the titles of products. Previously, they used rules based on a feed management tool, however, this required people and agencies to have a high level of knowledge on the implementation to prevent mistakes in the feeds. Using the Title Optimizer, they have an easy onboarding process and are able to quickly understand how they can improve their titles. This allows them to also optimise titles for special holidays.

“By combining the efforts of our SEA and SEO teams, we were able to conquer the first page in Google in the Netherlands around Mother’s Day, on terms that are important for our branding, like ‘Mother’s Day gift’ and ‘gift for Mother’s Day’. The Shopping Inventory became indispensable for us as this is a huge contribution to our SERP and has a huge impact on company results during market moments.” 
Yannic van Overbeeke, Sr. SEM Team lead, Rituals.