{"id":5394,"date":"2024-09-01T04:38:45","date_gmt":"2024-09-01T01:38:45","guid":{"rendered":"https:\/\/portivo.gr\/case-study-leveraging-custom-labels-in-google-merchant-center-for-more-efficient-product-promotion\/"},"modified":"2025-01-03T01:18:27","modified_gmt":"2025-01-02T23:18:27","slug":"case-study-leveraging-custom-labels-in-google-merchant-center-for-more-efficient-product-promotion","status":"publish","type":"post","link":"https:\/\/portivo.gr\/en\/case-study-leveraging-custom-labels-in-google-merchant-center-for-more-efficient-product-promotion\/","title":{"rendered":"Case Study: Leveraging Custom Labels in Google Merchant Center for More Efficient Product Promotion"},"content":{"rendered":"\t\t
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The Challenge: Optimizing Product Promotion Using Custom Labels<\/strong><\/h3><\/div><\/div><\/div><\/div><\/div><\/div>

In the world of online stores, only 10% of products typically account for 90% of total sales<\/strong>. For a large e-shop like diogenistore.gr<\/strong><\/a>, which features over 45,000 products, the challenge was to identify and effectively promote products with specific characteristics. An important factor is that Google generally promotes only about 15% of a site\u2019s products<\/strong>, leaving many items underrepresented in advertising campaigns.<\/p>

Strategy: Using Custom Labels and Supplemental Feeds<\/h3>

To address this challenge, we implemented a strategy utilizing custom labels<\/strong> for each product in Google Merchant Center<\/strong>. These labels were used to segment products into categories based on specific attributes, including:<\/p>

  • Best Sellers<\/strong>: Products with high demand and stable sales.<\/li>
  • Zero-Click Products<\/strong>: Products that, while not having received clicks in previous campaigns, still hold potential. These products are often overlooked because Google tends to focus on the top 15% of the most viewed products.<\/li>
  • High Margin Products<\/strong>: Products with high profitability that are worth promoting to maximize revenue.<\/li><\/ul>

    By using supplementary feeds<\/strong>, we were able to organize products more accurately, allowing Google Merchant Center<\/strong> to classify them according to the custom labels we defined.<\/p>

    Implementation of the Strategy: Targeted Product Promotion<\/strong><\/h3>

    Through the appropriate use of custom labels and complementary feeds, we successfully isolated and promoted products with the potential to bring higher revenue and profitability<\/strong> to the business. This approach enabled us to tailor our Google Ads campaigns<\/strong> to focus on products with the defined attributes, thereby increasing the efficiency of the advertising budget<\/strong>.<\/p>

    Only 10% of an e-shop’s products usually account for 90% of total sales. In Google Ads it is common for only 15% of the total products to be promoted, so a large percentage does not have the opportunity to be properly advertised. <\/em><\/p><\/blockquote>

    Results: Performance Optimization through Specialized Promotion<\/strong><\/h3>

    The implementation of this strategy at diogenistore.gr<\/strong> yielded significant results. The combination of custom labels<\/strong> and complementary feeds<\/strong> led to:<\/p>

    • A 120% increase in average ROAS<\/strong> (Return on Ad Spend) in Google Ads campaigns<\/strong>.<\/li>
    • A 70% improvement in average conversion rate<\/strong>.<\/li>
    • More efficient use of the advertising budget by focusing on products with the highest margins<\/strong>.<\/li><\/ul>

      Conclusion: The Importance of Specialized Product Promotion in Google Merchant Center<\/strong><\/h3>

      Proper utilization of Google Merchant Center features<\/strong>, such as custom labels<\/strong> and supplemental feeds<\/strong>, is essential for improving the performance of ad campaigns. By accurately identifying and promoting the right product categories, businesses can significantly increase their return on investment (ROI)<\/strong> in Google Ads<\/strong>, maximize profits, and enhance advertising effectiveness.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      The Challenge: Optimizing Product Promotion Using Custom Labels In the world of online stores, only 10% of products typically account for 90% of total sales. For a large e-shop like diogenistore.gr, which features over 45,000 products, the challenge was to identify and effectively promote products with specific characteristics. An important factor is that Google generally 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