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Intersport Elverys White

Paid Search

PMax Powerhouse: Getting Serious with Segmentation to Drive 26% Revenue Uplift

Google’s rollout of Performance Max in 2022 presented challenges and opportunities to create a more refined full-funnel strategy for online retailer, Elverys.By using category segmentation and full-funnel awareness targeting to optimise Performance Max campaigns, we generated at 26% increase in revenue YoY, increased ROAS from 8.3 to 9.1 and ultimately helped Elverys to achieve their overall business revenue target for the year.

The work we did
Header 3

THE CHALLENGE

In early 2021, Google Ads announced that Performance Max would replace Smart Shopping - a historical cornerstone of Elverys' Google Ads strategy. Not just a new form of Shopping Ads, Performance Max campaigns would reach across Display, Youtube and Paid Search. While a powerful new format for advertising, PMax also proves a challenge to traditional strategies by concealing key performance data and removing control over audience targeting.

With Shopping Ads historically representing 14% of overall revenue for Elverys, and Google Ads accounting for 52% of overall online revenue - it was imperative that we re-visit not just our Shopping Ads but overall PPC strategy to incorporate the targeting power of Performance Max.

OUR STRATEGY

In order to retain eyes on key marketing insights and make sure we were driving the highest return possible, we created a two-part solution to fully optimize Performance Max and make sure that as much data and insights were being gathered and utilized to create a tight overall marketing funnel.

  • Performance Max Category Segmentation - We segmented Elverys feed into ten key categories. Each category would have a separate campaign, audience targeting strategy, and assets in order to give users the best ad experience possible. This also would continue to generate category-specific feedback useful for other legs of marketing within and apart from Google Ads.
  • Full-funnel Awareness Targeting - Additional campaigns using both insights from Performance Max and the product feed were used to drive awareness, mid and lower-funnel marketing alongside PMax campaigns.
Elverys min

INNOVATION USED

Performance Max Segmentation - Due to the size and variation of Elverys’ online catalog, a custom rule-based labelling system was set up to separate products into key categories prior to uploading onto the Merchant Centre. Additional custom rules within the Google Merchant Center further refined the list based on product title and category. These segmented PMax campaigns used highly specific audience signals from both Analytics audiences and first-party user data.

Full - Funnel Awareness Targeting

  • Upper Funnel: Audience insights from Performance Max were used to improve Display prospecting.
  • Middle funnel: Standard Shopping campaigns boosted visibility and generated vital key search term queries to continue improving paid search.
  • Lower Funnel: Dynamic product remarketing using enhanced conversions product ID tags. 

In doing so, a “loop” was created of PMax and other campaign activity refining one another’s results to continue to scale and drive stronger performance.

BUSINESS GROWTH

During Q4 2022, overall PPC activity achieved a 26% increase in revenue, for an increased ad spend of just 10%. ROAS improved 9.6% YoY (9.1 up from 8.3), playing a pivotal role in the business achieving its revenue targets for the year.

Upper Funnel - 45% of all new audience (prospecting) conversions during the Q4 period were driven by audiences generated from PMax insights, at a 73% higher ROAS than other prospecting campaigns.

Lower Funnel - Tag-based dynamic remarketing was the highest converting Display campaign of the Q4 period, achieving a ROAS of 8.35 - 182% stronger than the average ROAS of other Display campaigns, and 11% stronger than non-brand paid search.

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ROAS 9.1 up from 8.3 Oct-Dec 2022 vs Oct-Dec 2021

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Revenue Oct-Dec 2022 vs Oct-Dec 2021

What our clients say

Don’t just take
our word for it

"Time after time, Wolfgang Digital has provided valuable insight and expertise to Intersport Elverys, that has directly and indirectly lead to substantial business growth... Wolfgang’s strategy still drives real growth, whilst maintaining strong ROAS levels. Their consistency, open communication and responsiveness, makes it seamless and a joy to work with”
Mark N
Mark Newcombe
Customer Acquisition Manager, Intersport Elverys
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Videos Watch @25% Hold

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Millies Vs The Multinationals

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Organic Revenue

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Using Call Intelligence to Boost Leads and Maximize ROI

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Google Ads ROAS H1 2024 vs. H1 2023

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Google Ads Leads H1 2024 vs. H1 2023

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