For the sports performance brand Under Armour, eCommerce plays a key role in product sales. Over 16,000 items are advertised on Google Shopping and almost all of the products are available in 13 European countries via the manufacturer's online shop. While Under Armour had invested in campaign optimisation for Google Shopping, iProspect saw further potential and devised a unique campaign structure that divided search traffic by branded and generic terms.
The biggest challenge was that a large part of the traffic and sales were achieved by branded search terms. This performance differed greatly from that of our generic search terms but were grouped in the same campaigns and ad groups. As a result, this structure hindered effective bid management and usable insights.
The objective of the campaign was to increase visibility, improve efficiency and insights.
A Shopping Lab workshop took place between Under Armour, iProspect and Google, which brought the partnership to the next level. The main outcome of the workshop was to separate branded from generic traffic in Google Shopping through intelligent use of campaign priorities and funnelling of search terms. This improvement allowed Under Armour to optimize differently for search terms with different business goals.
Historically, bids on bestsellers were determined by only their past performance. In Under Armour’s new strategy, the bestseller was identified by predictive insights from the business, which were then combined with historical data.
The insights gained in the Shopping Lab about funnelling search terms and improving the bidding strategy were first put into practice and tested on Under Armour’s Dutch website. After just one month, positive results clearly emerged.
