Who are Bigvits?
Bigvits is an online retailer of food supplements and multi-vitamins, supplying premium US vitamin products to the UK and European markets. They offer a vast range of products, providing their customers with an extensive choice that they simply wouldn’t find elsewhere.
With such a wide range of products available online, it’s not surprising that Google Shopping is an essential part of their marketing activity. Bigvits allocates significant spend through the channel, so the team were very open to conversations with Productcaster about significant cost savings and campaign performance improvement.
What was the trial objective?
Simply put, Bigvits wanted to understand how far campaign performance could be improved, and what cost efficiencies could be made by moving away from Google’s own CSS to partner with Productcaster.
If performance improved and savings were made across the campaigns, the team could then either keep the budget savings and move it to the bottom line or choose to reinvest the cash into the Shopping campaign to drive sales.
So, how did we prove it?
The Productcaster team knew we had to deliver a fair test that would show the financial impact that Productcaster has on Shopping campaigns when compared directly with Google CSS.
The test was simple but effective: For the duration of the four week trial period, we collected data on the key metrics of success according to the business
- Cost per Click
- Click Through Rate
This data was then compared to the previous four weeks to observe the key differences and provide sound results. In addition, to ensure we removed the effect of seasonality, we also compared this eight-week data period with the same period from the previous year, where Google had been the sole CSS provider.
What were the results?
The results were very encouraging to say the least. The key results were:
- 32% improvement in impressions
- 15% swing in clicks
- No increase in CPCs (+14% LY)
- Cost saving of 13%
In the words of our client
Ian Simmons, Bigvits’ Head of Ecommerce said, “Given our business model, it’s not surprising we rely heavily on Google Shopping to deliver a significant proportion of sales. So, any budget savings we make can have a major impact.
“The team at Productcaster approached me because they’d noticed that we were running campaigns through Google’s own CSS. They put together a trial that allowed us to test the impact Productcaster could have, and the results made the decision to switch a very easy one.
“I was quite surprised at how easy it was to move to Productcaster. I assumed it would be a lengthy integration process, or there’d be some advertising downtime, or both. But we were up and running within an hour or two.
“The trial ran without any hitches – the only difference you could see was that our PLAs were now serving by Productcaster. And the end analysis demonstrated great results, which were qualified by the uplifts we’d seen.
“For me this has been a real eye opener, it’s not every day you can find savings like that in your marketing budget. The savings we’ve made are being reinvested into more activity, qualifying us for more auctions and delivering more traffic. That traffic gives us more opportunities to sell, which ultimately helps our bottom line.”
What’s the next step?
Bigvits continue to partner with Productcaster. As the UK has been a successful test bed for the switch, the Vyta Health Group are now looking at its European portfolio to see where Productcaster could offer similar improvements. And we’re delighted to have them onboard.
For more information on the benefits of partnering with the Google accredited Productcaster CSS, take a look at our FAQ section. Or to discuss your swap to Productcaster, just drop us an email at firstname.lastname@example.org.