NDA Protected Building Supplies Company

This Building Supplies company are an independent builders merchant who sell a vast range of products all over the UK.

In 2019, they came to us with the goal of increasing their online turnover, which for the same year was less than £50,000.

Having used only Google’s Smart Campaigns, there was minimal historical data to work with. So we utilised their website, product categories and individual products to build out a comprehensive Shopping feed, which was complemented by a category-based Search structure, and brand campaigns.

Smart Shopping was a relatively new campaign type, and given that the types of products wouldn’t be searched in a brand-led manner, Smart Shopping campaigns were built out and segmented by product types, margins, and return.

Alongside providing website and product feed optimisation, we also continued to expand the products within the campaigns when they were added to the site. We would maximise visibility on frequent converters, and after-testing, incrementally lower traffic to others.