Case Study

Google Shopping Device Segmentation for E-Commerce Brand

Introduction

The following is a case study from WTM Digital which illustrates client successes and hurdles we were able to navigate. If you would like to learn more about our services and possibly have our team conduct an audit of your current marketing or website, please reach out to us at (717) 283-4045.

Case Study Highlights

  • Paid Search

Industry:

E-Commerce

Type/Goal of Website:

E-Commerce

Services Provided:

Paid Shopping Management

The Challenge

The e-commerce brand was facing challenges in optimizing their Google Shopping campaigns across different devices. They needed to improve their ad performance on both mobile and desktop to maximize sales and return on ad spend (ROAS).

The Strategy

  • Analyzed performance data to understand the differences in user behavior across devices.
  • Segmented Google Shopping campaigns by device to tailor bidding strategies and ad creatives.
  • Implemented device-specific bid adjustments to allocate budget effectively.
  • Continuously monitored and optimized campaigns to improve performance on both mobile and desktop.

The Results

  • Increased mobile conversion rate by 40% in year 1.
  • Improved desktop click-through rate (CTR) by 30%.
  • Reduced overall cost per click (CPC) by 25%.
  • Achieved a 50% increase in return on ad spend (ROAS).

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