Scaling Google Ads for Interiorshop with Oui Oui and Channable

In today's competitive online world, a strong Google Ads strategy is key. Many businesses, however, treat their Search campaigns as set-it-and-forget-it, which often leads to wasted ad spend and missed growth opportunities.

Interiorshop faced this very challenge. They needed a way to take control and boost their Google Search presence, increase search volume, and cut down on budget spent on underperforming keywords.

Oui Oui, an innovative agency, stepped in with a solution: an automated, data-driven approach powered by Channable. Mark Blandebjerg, Lead Senior PPC Specialist, was instrumental in their goal to create a scalable campaign structure that could optimize ad messaging, keyword segmentation, and ad extensions in real time.

A dynamic and intelligent search structure

Oui Oui leveraged Channable to build a dynamic and intelligent Search structure for Interiorshop, focusing on five key elements:

1. Structured campaign setup for automation

Oui Oui built a dynamic campaign structure that mirrored Interiorshop's website hierarchy. This meant that any changes to the website or product feed would automatically update the campaign structure.

New products and categories were quickly included, while discontinued items were automatically paused. This approach allowed campaigns to expand or scale down dynamically without any manual intervention, providing flexibility and scalability.

This sophisticated structure allowed for hyper-relevant ad messaging and bidding strategies, freeing up valuable time for other critical marketing tasks.

2. Dynamic Ad messaging based on real-time data

To ensure high ad relevance and boost click-through rates (CTR), Oui Oui developed a dynamic ad messaging system. Channable automatically generated ad copy based on real-time discount percentages for specific categories, brands, styles, or product series.

Products were categorized into various discount levels (e.g., 0-25%, 26-50%), and the highest discount in the dominant category was displayed in the ad copy.

This meant ads always reflected the actual discounts available, reducing bounce rates and improving CTR. When no discounts were active, ads automatically highlighted key unique selling points (USPs) like fast delivery or free returns, keeping engagement high.

3. Dynamic Image Extensions based on performance

To make ads more visually appealing and engaging, Oui Oui used Channable to dynamically generate image extensions. These images were based on actual performance data: either the best-converting product within a category/brand/series, or the most-clicked product if conversions weren't available.

This ensured that ads always displayed the most relevant and engaging images based on user behavior, significantly increasing CTR. The system continuously updated itself, always showcasing the most popular products of the season.

4. Dynamic sitelinks for enhanced navigation

Oui Oui automated sitelink extensions by structuring all subcategories within a campaign. This kept sitelinks consistently updated and highly relevant, improving user navigation.

• Brand
• Brand + Category 1
• Brand + Category 2
• Product Series
• Product

5. Automated keyword segmentation based on performance

To maximize budget efficiency, Oui Oui implemented a systematic approach to keyword segmentation based on performance.

All keywords were extracted into a Google Sheet, segmented by match type, clicks, and Return on Ad Spend (ROAS). This data was then imported into Channable, where each keyword was mapped to the products that generated them, identifying bestsellers and poor performers.

Keywords were then dynamically grouped into:

• Bestseller Campaigns: High-click and high-ROAS keywords were grouped here with an aggressive bidding strategy to maximize exposure and conversions.

• Poor Performer Campaigns: Low-ROAS and high-click keywords were moved to a separate campaign with a lower budget or paused entirely to prevent wasted spend.

• Brand Campaigns: Remaining keywords were structured into brand-specific campaigns for organized and targeted performance.

Each campaign had its own portfolio strategy, ensuring that top performers weren't held back by underperformers, and inefficient keywords didn't receive unnecessary exposure. This method allowed for more effective budget allocation, optimized ROAS, and increased Search volume, all while prioritizing high-performing keywords.

Best use of Channable features

Channable's automation capabilities were central to this success. It dynamically updated campaign structures, ad messaging, image extensions, and sitelinks in real-time, ensuring maximum relevance and efficiency.

Channable also served as the central hub for all data, allowing for the creation and import of keywords and enabling dynamic segmentation based on performance. This ensured continuous optimization and prioritization of valuable keywords while effectively managing underperforming ones.

Scalability and innovation

The structured, rule-based segmentation developed by Oui Oui is highly scalable. It can be seamlessly replicated across different brands, product categories, and markets without extensive manual work.Thanks to Channable, Oui Oui can easily apply this setup to other clients, ensuring efficient and scalable implementation.

The automated keyword segmentation strategy, which dynamically categorizes keywords into bestsellers, poor performers, and brand campaigns, represents a significant innovation. This ensures that high-performing keywords are prioritized, while low-performing ones don't drain the budget.

Impressive growth in just two months

In the first two months after implementing the new structure, Interiorshop saw significant improvements compared to the same period last year:

• Spend: €14,312 (+153%)
• Impressions: +126%
• Clicks: +160%
• CTR: +15%
• Conversions: +109%
• Revenue: +145%
• Revenue after spend: +143%

While the conversion rate and ROAS saw slight decreases (-19% and -3.29% respectively), the massive increases in clicks, conversions, and revenue after spend demonstrate the overall positive impact and growth achieved by this innovative approach.

Building a seamless, dynamic system

One of the biggest hurdles was designing and structuring the entire system to ensure seamless dynamic, and automatic functionality. Mapping out how to import keywords, match them with the right products, and ensure smooth automation required careful planning and strategic execution.

With Channable's help, Oui Oui successfully:

• Developed a fully automated structure that continuously updates based on product feed changes.

• Efficiently mapped keywords to their corresponding products for precise segmentation.

• Ensured scalability, making it easy to replicate the setup across different accounts and clients with minimal manual effort.

Once the system was built, its template and adaptability became a huge advantage. Oui Oui has already implemented this approach for multiple clients, all of whom have experienced similar positive results.

Channable played a crucial role in making this automation scalable, ensuring new implementations required little manual work while maintaining high performance and efficiency.