A 30-year veteran of the medical device industry and a longtime client of Solutions 8, the company maintains a substantial eCommerce business selling medical equipment and supplies. In 2019, Solutions 8 implemented Google Ads and began running Smart Shopping campaigns for them. Within a year, the company increased revenue by more than 1.5 times.
Executive Summary
2019: $92,779 Revenue/$25,423 GP 2020: $147,820 Revenue/$52,113 GP
The Strategy
The Solutions 8 team created a Google Ads account for the client and began running three different Smart Shopping campaigns for 300 of their 8,000+ products at an average spend of $2,000 per month.
Smart Shopping campaigns typically outperform Standard Shopping campaigns because they use machine learning to gather information about consumer shopping behaviour and use that data to predict which users will be interested in—and likely ready to buy—a client’s product.
With Smart Shopping, Google brings the most relevant ads directly to users who are ready to make a purchase now, resulting in more effective ad spend. Plus, Google displays a brand’s messaging across every advertising platform inside of the Google ecosystem (saturation by impression) to accelerate the purchase process.
Kasim Aslam
"Smart Shopping is the single-greatest advertising mechanism that Google has given eCommerce merchants in the history of advertising."
The Results
After analyzing their online sales numbers from 2019 through the first half of 2020, including a period when many businesses were experiencing financial hardship due to a global pandemic, the client was pleased to report to Solutions 8 that, “The results are showing we are doing stellar compared to our ad spend.”
While the client admitted these numbers may not reflect all online sales, since some sales involving sales reps are attributed to the individual representative, they added that it is still helpful to glean what Google Smart Shopping is providing by comparing 2019 to 2020.
Pamela Sapio
