Challenge

• Optimization of Google Shopping and Google Ads campaign taking into account average margin levels resulting from advertised products

Sollution

• Creating and division of Google Smart Shopping into subcategories
• Setting break even points by margin levels of products and categories 
• Modification of product feed and ads in order to automatically display promotional products, season products, bestseller and high margin products

Result

• 77,28% (YoY) profitability increase from November 2019 to June 2020*

*Profitability increase calculated by comparing Nov 2019‍–‍June 2020 to Nov 2018‍–‍Jun 2019 profitability levels. Google Analytics data collection. Text and GDN campaigns weren’t taken into account. 

Challenge

• Creation of an effectiveness report for Ceneo.pl. The aim was to integrate cost and sales data in order to automatize auctions by stocks, attractive price as well as margin levels. 

Sollution

• Data integration from 3 report systems: internal ERP system, Google Analytics and Ceneo.pl cost panel
• For this purpose we used VBA scripts in MS Excel and Python.
• Regular campaign optimization 

Result

• 73% profitability increase on Ceneo.pl in Jan-July 2020*

*Profitability change results from comparing Jan-July 2020 to Jan-July 2019 periods. Report based on retail data from Google Analytics and from Ceneo.pl cost calculation table.