Driving greater efficiency and control on google shopping.
Smyths Toys is one of Europe’s leading toy retailers, with hundreds of stores and a rapidly growing ecommerce platform. With thousands of products across multiple categories, Google Shopping plays a crucial role in driving product discovery and online sales. As competition within the toy retail space continued to intensify, maintaining efficient and scalable Google Shopping campaigns became increasingly important for the business.
Moonbow restructured the Google Shopping account using a Single Product Ad Group (SPAG) framework.
This structure allows each product to sit within its own ad group, providing much greater control over bidding strategies and optimisation decisions.
We rebuilt the Google Shopping campaign structure to enable product-level management.
Key actions included:
This new structure allowed optimisation decisions to be made at the individual product level, significantly improving campaign flexibility.
Once the new structure was implemented, Moonbow introduced an ongoing optimisation process to improve efficiency.
This included:
This hands-on approach ensured advertising spend was consistently directed toward the products delivering the strongest return.
The new campaign structure allowed Smyths Toys to manage Google Shopping performance with far greater precision.
