Ecommerce veteran with huge product catalogue achieves 107% more revenue through Google Shopping

The challenge 

BLT’s huge SKU catalogue was time-intensive to manage; average value bidding meant wasted ad spend

Large inventories bring unique challenges, and BLT Direct houses over 15,000 SKUs in their catalogue. Before onboarding with Bidnamic, BLT Direct was managing Shopping bids manually. With such a large product offering, Google Shopping management was naturally becoming increasingly time-intensive.

What’s more, bidding at the group level means overbidding for thousands of SKUs, or paying too little and not reaching the top five tiles of the carousel, ultimately missing out on valuable clicks.

The solution

24/7 automation with additional Search Ads support from Bidnamic

BLT Direct were in need of an automated solution to take away the heavy lifting of Google Shopping. Bidnamic’s machine learning, human thinking approach combines 24/7 performance on a granular level with the Shopping expertise of our Client Success Managers alongside our client’s in-depth knowledge of their business.

Bidding so granularly allows Bidnamic’s technology to set a single bid for each individual SKU, analyse its performance, and action an increase, decrease, or no change at all. This allows every SKU to reach its bidding sweet spot - never over- or underbidding.

This instantaneous data analysis enables machine learning, allowing Bidnamic to bid more aggressively for high performing search terms, usually hidden by Smart Shopping. This data can be repurposed for Search Ads, SEO, and social media, driving performance across various marketing channels.

The results 

BLT saw 80% more conversions through Google Shopping ads, and Search Ads benefit from 109% increased revenue 

BLT Direct saw revenue increase by 107% YoY, conversions increased by 80% YoY, and ROAS grew 7% YoY.

Within their first 90 days with Bidnamic, their performance had grown rapidly, at one stage causing the brand to pause online sales whilst they opened a second warehousing unit to keep up with demand.

Having experienced great success on Google Shopping, BLT Direct asked Bidnamic to apply the same wealth of data and automation to their Search Ads. Choosing Bidnamic’s add-on feature has helped boost BLT Direct’s Search Ads conversions 15%, revenue 109% and ROAS 6% - all the while cutting average CPC by 7%.