+ Search Advertising
+ Search Engine Marketing
Pipettes 800% ROAS after Shopping Campaign segmentation and introduction of advanced remarketing campaigns
Pipettes.com is on online supplier for laboratory equipment, specializing in pipettes and pipette tips. They have a small but competitive market due to the niche nature of what they offer. Because of this, a challenge is balancing sales volume with account efficiency.
Pipettes.com’s vertical is heavily reliant on equipment brands and components, while pipettes and pipette tips were a mostly unexplored segment. It was crucial to both Pipettes.com and Iterate that the campaigns were focused on high margin brand, and especially brands who had never been marketed for via Search or Shopping campaign.
Through thorough build outs and focusing on pipettes, pipette tips and high margin benchtop equipment, the Shopping campaigns averaged a return on ad spend (ROAS) of nearly 800% through 16 months.
Iterate overhauled the pipettes.com Google shopping feed by reassigning product categories, rewriting product titles and optimizing product descriptions. Iterate then set up the product feed to automatically export to Google, ensuring a fresh inventory and competitive pricing. Once the initial feed specifications were outlined, Iterate segmented the Shopping campaigns by priority and product category, keeping impression share for high margin brands and product types as high as possible. This also resulted in search terms always triggering the proper image and product ID from the Shopping feed, resulting in higher conversion rates and a lower overall cost per sale.