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Main Challenges

Current tools built into Search Engine portals didn’t provide a great level of depth for the account team to fully understand what the competitive landscape looked like in their vertical or down to specific keywords. The team felt the landscape was shifting but wasn’t able to clearly advise the client on key competitive trends and tactics of the other category leaders. Additionally, with a large product catalog, the account team needed data to help prioritize where to focus their product content strategies for Google Shopping.

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12%

Lift In CTR

19%

Revenue Growth

The Solution

Combining GrowByData’s SERP data with Professional Services, the account team of Home Furniture & Decor Retail Store received a customized Google Data Studios dashboard with detailed reporting around the Competitive Landscape and clear category views to understand where they were performing well and where they were not. What they found is that while they ranked in the top 5 for almost all key categories, they had a number of categories where they were barely visible to consumers, like Frames (ranked 17th) and Bed & Bath (ranked 33rd)​. Armed with this data, the account team had the insights they needed to adjust strategy to improve visibility across these key categories of opportunity.

Also included in the customized Google Data Studios dashboard were granular analyses for Google Shopping product titles to help understand opportunities and drive prioritization. With data gleaned from the dashboards, the account team discovered that attributes such as color, material, and size were heavily used across Google Shopping titles and were under-utilized in the Home Furniture & Decor retail store’s market program.

Top competitors like Amazon and Wayfair showed a significantly higher amount of attribute utilization across their product titles. As a result, the account team updated their product feed to add these attributes in as many relevant titles as possible.

As a result, optimizations made to the titles resulted in improved user engagement by way of a 12% increase in CTR and a 19% lift in Revenue.

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