3Lsportive, a US-based retailer of soccer equipment, partnered with Growf after experiencing disappointing results with a previous agency.
Challenges Identified:
An audit of their Google Ads and Google Merchant Centre highlighted several issues:
Poor Product Feed Optimisation: Product titles, descriptions, and key attributes such as gender, age, material and size were poorly structured into titles, descriptions and the product listing itself, which severely limited the targeting potential.
Unstructured Account Setup: The previous approach focused solely on bottom-of-funnel users, missing a full-funnel strategy that targets customers at various stages of the buying journey.
Inefficient Pmax Structure: Pmax campaigns lacked organisation based on product demand, reducing their impact.
Limited Targeting Capabilities: The existing setup did not utilise first-party data from Shopify, and unoptimised product feeds hindered the effectiveness of “keywordless” campaigns like Pmax and demand gen.
The Solution:
Growf implemented a strategic overhaul to address these challenges:
Comprehensive Product Feed Optimisation: We revamped the Merchant Centre by refining product titles, descriptions, and including essential attributes. This improved product visibility and ad relevance.
Strategic Account Restructuring: We adopted a full-funnel strategy to engage users at different stages of the decision-making process, boosting both immediate conversions and long-term growth.
Optimised Pmax Campaigns: By organising Pmax based on product demand, we maximised the campaign's potential to drive stronger results.
Enhanced Targeting: Leveraging first-party data from Shopify and optimising the product feed allowed for more precise targeting in campaigns like Pmax and demand gen.
Results:
These improvements delivered significant results for 3Lsportive:
57% Increase in ROAS
44% Increase in Revenue
Consistent ROAS range between 4.5-6
This strategic transformation not only improved their advertising performance but also established a strong foundation for future growth in the competitive soccer equipment market.