Google and Meta ads with Merchant Center optimization

I led the optimization efforts for Google Ads and Meta Ads for a vast outdoor shop featuring an extensive range of categories such as Fly Fishing, Camping, Mountain Biking, Overlanding, and more, in the USA market.

One of the primary challenges was the need to modernize the Google Ads campaign structure and fine-tune the Meta ads to enhance overall performance. Additionally, a significant hurdle involved troubleshooting a Custom Label system issue within the webshop. The existing problem caused a mix-up of all products, posing a substantial challenge that required considerable time and attention to rectify.

Due to the Custom Labels being mixed up, the Performance Max campaigns for Google Ads and Bing Ads were underperforming. However, with the restructuring of the campaign framework and the implementation of enhanced search campaigns, improved ad creatives, and targeted optimizations, we witnessed a remarkable turnaround. The meticulous adjustments not only addressed the initial challenges but also propelled the overall performance to meet and exceed the anticipated benchmarks.

By rectifying the Custom Label system issue and fine-tuning the campaigns, we successfully restored the effectiveness of Performance Max campaigns, ensuring they aligned seamlessly with the overarching marketing strategy. The comprehensive improvements not only optimized ad delivery but also contributed to a more cohesive and impactful online presence for the outdoor shop across multiple advertising platforms.