Abbott Lyon

A Year of Strategic Evolution

Our year-long collaboration with Abbott Lyon featured three “marathons” to enhance their Google Ads in the UK and US.

We began with core feed and shopping campaign improvements, progressed to advanced tuning, and culminated in peak Q4 performance, significantly boosting control and revenue targets, especially during the holiday season.

Switching Up the Foundation

Overview

Marathon #1 was focused on building a solid foundation for future success by optimizing the product feed and reconfiguring the Shopping and Search structure. This aimed to achieve increased control over keywords and enhanced bidding strategies for different categories.

Focus Projects

• Feed Optimization: Ensuring a functional feed for the new Search Structure.
• Shopping Setup (🇬🇧): Transition to Standard Shopping.
• Search Setup (🇬🇧): Implement Feed-based Search to capitalize on a huge opportunity.
• Shopping Setup (🇺🇸): Test Standard Shopping in specific states before nationwide rollout.
• Search Setup (🇺🇸): Deploy Feed-based Search.

Insights from M1

We successfully restructured Abbott Lyon’s Search structure, focusing on Product Type split, significantly boosting performance.

However, we identified the need to further refine the Shopping structure in the US, as initial tests in segmenting states showed only a marginal performance increase.

Fine-tuning the New Setup

Overview

Marathon #2 focused on leveraging the UK Shopping setup enhancements, restructuring the US setup, and migrating the remaining campaigns. Preparation for M3 was a big focus for us to ensure we were battle-ready for the crucial Q4 period.

Focus Projects

• US Shopping (🇺🇸 ): Migrate remaining Performance Max campaigns to Standard Shopping without compromising performance.
• Money keywords (🇬🇧): Manage specific keywords more effectively and eliminate wasteful spending.
• Shopping Bestseller setup (🇬🇧)
• Display (🇬🇧🇺🇸): Launch Display & Discovery campaigns.
• Testing Post-Sale Strategy: for enhanced performance.

Insights from M2

The migration of US Shopping from Performance Max to Standard Shopping provided better control and oversight. The UK Shopping strategy’s refinement and the implementation of a bestseller split marked significant progress. With these enhancements, we were fully equipped to push performance in Q4.

Achieving Peak Performance

Overview

Marathon #3 was dedicated to hitting our revenue targets for Q4 through testing, optimizations, and strategic planning.

Focus Projects

• We can’t show everything – But write to us if you want us to grow your Google Ads account😉
• Heavy Spring Cleaning: Deciding which efforts to keep and which we need to rethink.
• Bestseller Shopping (🇺🇸): Prioritize products with the highest ROAS.
• Gifting Focus (🇬🇧🇺🇸): Enhance Search and Shopping strategies around gifting.
• Sale Focus: Maximize the potential of various sales periods.

Insights from M3

Our preparation and early implementation of strategies paid dividends during Q4, where we exceeded the anticipated results.

We’d love to show you the actual numbers, but:

• Clients rarely want their baseline numbers for competitors to see
• Showing you 10% or 110% revenue growth without the baseline means nothing

Instead, we show you what we did (with a few redacted parts) and whether the client we worked with was happy.