adidas

Winning Retail Search

Challenge

Innovation

Summary

In a world-first, we automated price extensions in paid search by developing a technology solution that automatically fetched information from the Google Merchant Center and assigned prices to the correct products or categories.

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Challenge

Google Ads and Google Merchant Centre don’t ‘talk’ to each other, meaning adidas couldn’t add price details to their paid search campaigns. Doing this manually across 15,000 products was impossible, which meant consumers had to click twice to discover how much our trainers cost.

The Campaign

We literally re-wrote the code for Google so that our ads would fetch product data automatically from the Google Merchant Centre (GMC) feed. Our Price Extension Automation tool was born, all while using Google Cloud technology.

We built an API connector that enabled us to label each product featured in our Google Search Ad campaigns so that we could fetch product data in real-time from the GMC feed, which for the first time would automatically assign the current price to our product response.

Results

CTR increased
30%
Conversation rate increased
56%
Y-O-Y
adidas eCommerce experienced a
79%
sales boost

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