​Green People, Organic Skincare

The Approach

The team evaluated the structure of Green People’s account and how the budget was performing. The account had been set up with the emphasis on brand focused campaigns, but Launch now needed to find new customers.

Google Shopping was always a challenging platform for Green People because the online retailers that they supply, often sell at lower prices for the same products, making it harder to get conversions so budget had always been focused on Search and Display Remarketing. However, Launch recognised that it was the perfect platform to create non-brand Shopping campaigns to make sure Green People had a strong presence in the search results with both Expanded Text Ads and Shopping Ads for their key product ranges.

In addition, a change of attribution strategy at Green People, meant Launch could switch to Data Driven attribution in AdWords to give a much better picture of how Shopping plays a part in the purchase path without always being the Last Click before purchase.

Launch’s Shopping specialist, Danny Ireland, went about restructuring the Shopping campaigns, working with Green People to ensure the focus was on the best performing products and the correct product ranges for the time of year. In addition, together with their internal website team, Launch worked to improve the feed, the titles and descriptions and ensure the product types were as precise as possible which enabled the campaign to reflect this.