Goals
Increase visibility Improve efficiency Improve insights
Under Armour organised a Shopping Lab with performance marketing agency iProspect and Google. This workshop was a novelty for Under Armour and really brought the partnership with Google Shopping to the next level. The main outcome of the workshop was to separate branded from generic traffic in Google Shopping through intelligent use of campaign priorities and funneling of search terms. This improvement allowed Under Armour to optimize differently for search terms with different business goals.
Bids on bestsellers are determined by only their past performance. In Under Armour’s new strategy, the bestseller was identified by predictive insights from the business, which were then combined with historical data.
The insights gained in the Shopping Lab about funneling search terms and improving the bidding strategy were first put into practice and tested on Under Armour’s Dutch website. After just one month, positive results clearly emerged.
