Outside is an independent family-operated retailer specialising in outdoor clothing and equipment, boasting over 100 brands across walking, running, camping and more.
As the pandemic transformed Outside into an online-only retailer, online sales performed fantastically. However, as lockdown eased and brick and mortar stores opened back up a dip in online sales was predicted.
Our paid media team took on the challenge of stabilising this dip and maintaining online sales performance for 2022.
Optimising their Google Merchant Centre feed was the top priority, ensuring that the most relevant products were displayed for each query. We combed through their catalogue ensuring that the correct values were assigned to each product and that optimised product titles clarified that to both Google and its users.
Lastly, we adopted Performance Max campaigns for Outside. Using Google’s latest campaign type which is now the default replacement for all standard and smart shopping campaigns we were able to maximise the efficiency of ad campaigns, reaching and effectively targeting more customers throughout the Google ecosystem. In adopting this approach we also revisited their asset library ensuring they have a wealth of assets to lead effective campaigns moving forward, without penalty or quality reduction.
This ensured we were implementing a strategy that considered the future of Outside and its paid media efforts, achieving results now and working hard in the future with similar campaigns and goals.
Access to a wealth of customers throughout the Google ecosystem meant Outside could successfully target them where they were, bringing their products to customers as they searched.
Google Merchant Centre Optimisation
Optimising their product feed started with assessing the issues, which varied from categorisation errors to title issues and missing values.
Our team got to work combing through their entire product feed, ensuring that all value fields were filled correctly and all titles and descriptions were optimised with key terms and phrases.
Related Case Studies
Laser-focused Paid Media campaigns that grow traffic and revenueCustomised ad content, influencer collaborations and ad revenue over £400K
Laser-focused Paid Media campaigns that grow traffic and revenueA future-proofed campaign type, optimised shopping feeds and a 90% sales boost
Laser-focused Paid Media campaigns that grow traffic and revenueBudget-centric restructuring and controls, optimised campaigns, and leads boosted by 120%