The brand in consideration is an online store with nationally-focused sales operated by Reliance Brands. It specializes in the “Toys, Hobby & DIY” category, particularly in the area of “Toys & Baby”. Here are a few characteristics of the brand for your understanding:
The brand in consideration has a wide range of products with SKUs ranging from INR 600-12000~. This extensive range resulted in an inconsistent Average Selling Price which affected the ultimate ROI.
The brand was struggling with low customer acquisition for high-value SKUs, such as baby care, essential oils with an AOV of Rs 600 had the highest conversion rates (~2.5%). Despite these favorable metrics, the brand was finding it difficult to acquire customers for these high-value SKUs.
The brand was finding it challenging to maintain efficiency on Google campaigns due to an high volume of competition in the market.
1. Adyogi's catalog optimizer was used to exclude all low AOV categories (>1000) & OOS products in real time.
2. Low AOV categories added to custom Ads in prospect-conversion campaign with cost cap bidding.
3. Category with High value products (baby-care furniture and cradles, AOV 6000+) were added to a separate campaign