Case Study: Outdoor Sports-Based Ecommerce Company achieves improved Google Shopping efficiency and higher ROAS with GE Digital

Google-shopping–feed-query-based-optimization

Outdoor Sports-Based Ecommerce Company, an online retailer with thousands of products, was struggling with inefficient Google Shopping spend when GE Digital took over campaign management in January 2015. GE Digital used Productsup feed technology and a campaign restructuring approach to tackle basic feed formatting, missing data and poor product-to-category mapping while aiming to improve Shopping ad efficiency across the large catalog.

GE Digital corrected feed errors (increasing the number of products moving into Google Merchant Center by 14% and improving product ranking within the first week), applied performance-based feed rules to exclude low-converting SKUs, and implemented a modified Alpha‑Beta Shopping campaign to concentrate bids and queries on top performers. The combined feed and bid optimization drove a 43% month-over-month efficiency gain, with cost down ~33% and revenue roughly flat (‑4%), resulting in a substantial lift in ROAS.