The essence of Marketify is rooted in the triumphs of our clients. This success story revolves around one such partnership with a leading USA-based furniture retailer. Our journey together transformed challenges into opportunities, and ultimately, success.
Facing the Challenge Together
Marketify is a digital marketing agency with a strong emphasis on e-commerce advertising. Our existing collaboration with the client featured in this study is a prominent furniture retailer. They had been successful until they faced complications with their Google Merchant Center account due to a subpar feed management system.
This 3rd party solution caused the GMC account to get suspended. Since the business relied heavily on Google Ads, this caused a significant impact on our revenue. Our immediate solution was removing the faulty feed management solution and moving to Google’s official Shopify App.
The account got quickly reinstated, but now we had a new issue - the limited capabilities of Google's official Shopify App. This left our client at a disadvantage against other high-profile furniture brands, as we couldn’t optimize the feed easily, the app was slow and took time, and many needed features just didn’t exist in it.
The challenge was apparent; our joint mission was to rectify this.
The Reasons for Choosing DataFeedWatch
Our search for a solution led us to DataFeedWatch. Several notable benefits convinced us to give it a try:
- Efficient Feed Editing: The Mapping feature enabled swift modifications across entire feeds.
- Feed Recreation: DataFeedWatch allowed the creation of new feeds based on existing rules, augmenting efficiency.
- Image Control: A vital aspect missing from Google’s app. We could now manage product images more effectively.
- Advanced Management & Optimization: DataFeedWatch offered enhanced tools for feed management and optimization, providing us with the control we needed to achieve the results our client desired.
An Overnight Success
The DataFeedWatch integration had an immediate positive impact on the performance of our campaigns. The Click-Through Rate climbed from 0.89% to 1.21%, a significant improvement of 36%.
Simultaneously, the Cost Per Click decreased from $2.34 to $1.90, indicating that Google recognized the increased relevance of our client's products, and rewarded us with higher ad quality.
While we're still patiently waiting to fully evaluate the Return On Ad Spend due to the client's long sales cycle, early indicators point to a 40%-50% uplift. Remarkably, we've also seen a significant rise of 25% in gross revenue, month over month. This was achieved with a minimal increase in ad budget.
We believe that this robust growth stems from the strategic application of DataFeedWatch, coupled with other factors like seasonality and new and more efficient marketing campaigns that we were able to implement thanks to the unique structure of our new feed.
Below is the revenue attributed to Google Ads. The red arrow points out the week during which we implemented Data Feed Watch. I can't share the numbers of course, but the improvement is clearly visible on that graph.
Besides performance, DataFeedWatch has added value in the form of productivity. We estimate it currently saves our team between 10 to 15 hours per month. Time we can now spend on developing better strategies.
Building Success Together
The transformation from an average Google Merchant Center feed which was losing to the competition to an advanced solution that increased our sales was achieved thanks to a simple fact - we were forced into a corner.
Would we have discovered DataFeedWatch if Google’s app was just a tiny little bit better? Probably not. But having the need forced us to take action and I’m glad we gave it a try.
With the collaborative efforts of Marketify and the client, aided by the power and flexibility of DataFeedWatch, we witnessed improvements in virtually all key performance indicators, saved (and are saving!) valuable time, and positioned our client in an excellent place that allows us to compete more effectively with other top-tier furniture brands.
We continue to explore DataFeedWatch’s features and there’s a lot of learning we still have to do to squeeze maximum potential out of it. The overall results were so impressive that we’re now planning to integrate it with more e-commerce ad accounts that we manage.
Together, we are creating a future where the e-commerce advertising expertise of Marketify and the robust capabilities of DataFeedWatch will yield even more extraordinary results for other online retailers.