Dermstore worked with its dedicated customer strategy team at Sidecar to discuss its business goals, historical performance, and competitive landscape. The partners defined a new Google Shopping approach that would allow Dermstore to
capitalize on its swaths of e-commerce data to meet aggressive return goals for Google Shopping.
This approach started with a thorough review of Dermstore’s feed to optimize product attributes. Sidecar’s team restructured Dermstore’s campaigns based on desktop and mobile traffic to begin improving ROI by device—a key growth area for the retailer.
The team implemented Sidecar for Shopping
to manage these campaigns. The machine learning technology is designed to ingest multiple and varied datasets unique to the retailer—its product data, user location, search query trends, device performance, and audience behavior.
This data fuels the algorithms’ bidding decisions for each of Dermstore’s products, every day. As this data accrues, Sidecar deepens its understanding of the retailer’s catalog, performance trends, and search behavior surrounding its products. The result is
even more customized algorithms that continually grow in their ability to make decisions personalized to Dermstore’s business.
Even products with little traffic receive an intelligent, data-driven bid. That’s because Sidecar’s algorithms collect and attach relevant data to these products to inform the bidding strategy and drive performance.
“We saw an immediate lift in desktop and mobile performance with Sidecar,” Kim said. “After just the first week, Sidecar improved the ROAS of our desktop Google Shopping ads by 108%.
ROAS of mobile ads improved by 212%.”
Performance grew consistently over the next several weeks. Dermstore and Sidecar determined it was time to take the approach to the next level.
“Dermstore is looking for a partner who can help us scale,” said Kim. “Shopping ads will become an increasingly larger player in the coming years. We need to control and maximize what those ads can do for us. That’s why we work with Sidecar.”
Sidecar recommended Dermstore prioritize search queries in its Google Shopping strategy—an approach aimed at driving another major goal for the retailer: increased ROI. Sidecar’s team created campaigns for traffic originating from branded search terms. This traffic tends to be more likely to convert, and as a result, is often worth higher bids.
Sidecar also created other campaigns for traffic coming from non-branded search terms. This traffic is typically less likely to convert, and is frequently an area to save spend. These campaigns were added to the already-existing device-specific campaigns.
Sidecar then implemented the
Search Query Manager capability of its Google Shopping solution. The feature analyzes every search term driving traffic to the retailer’s ads. Based on the traffic’s conversion potential, Sidecar adjusts product bids to meet Dermstore’s goals.