Case Study: Google Smart Shopping

Rawlings Sporting Goods

Screen Shot 2019-06-17 at 1.55.57 PM.png

Rawlings first partnered with Delegator in 2016 to manage digital advertising. In the first year alone, results showed a 102% increase in pay per click revenue year over year. In early 2019, Delegator began managing Google Shopping for Rawlings. This study focuses on the learnings and successes from Q1.


Google Shopping, On Deck

Google Search and Display have proven to be successful channels for Rawlings, but what happens when we put our efforts towards optimizing Google Shopping?

Batter Up

In January 2019, Delegator recognized that the Shopping campaigns set up in the Rawlings account were wasting ad spend and leaving opportunities for online conversions on the table.

Swing, Batter

After careful research, Delegator turned off shopping campaigns that were not up to best practices and had poor performance and created a new Smart Shopping campaign.

Smart Shopping utilizes products from your Merchant Center feed, brand image assets, and Google machine learning to promote products across a variety of Google networks, including Google Search, the Google Display network, YouTube, and Gmail.

Rawlings - ROAS
Rawlings - Increase in Conversion Value
Rawlings - CPS

Screen Shot 2019-06-21 at 2.09.24 PM.png
Screen Shot 2019-06-21 at 2.12.22 PM.png
Screen Shot 2019-06-21 at 2.14.13 PM.png

Home run

In the 5 and 1/2 months that Delegator has managed paid shopping (January 1, 2019 to June 16, 2019), the following metrics have improved year over year.

maxresdefault (2).jpg
  • Conversion value has increased by 93%

  • Over the same time period, cost has increased by only 31%

  • The Return On Ad Spend (ROAS) has increased by 47% from 4.19 to 6.17.

  • Average CPC dropped by 28% from $0.43 to $0.31.

  • CTR increased by 20% from 0.0% to 1.36%.

  • Click traffic has increased by 83.07%


2019 Comparison

Comparing ROAS

2018 vs. 2019