THE GOALS

  • Control PPC spend more effectively
  • Get PPC to turn a profit
  • Migrate Google Shopping management from external supplier to in-house

THE APPROACH

  • Identify the products that had a high volume of sales and low profit margin
  • Cull products that were eating through budget
  • Set Target Return on Ad Spend for new Shopping campaigns

THE RESULTS

  • From -£6k per week to +£4k per week in profit
  • 7,000 products reduced to core 175
  • Profit margins increased from 7% to 12%