Neal's Yard Remedies cut customer acquisition cost 38% by moving from Performance Max to Standard Shopping.
Neal's Yard Remedies used Performance Max for acquisition, but it favoured remarketing and branded terms, which pushed the cost of winning new customers up.
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The results
Customer acquisition cost fell between April and June.
- -38%Overall customer acquisition cost, April to JuneNeal's Yard Remedies
- +6.7%Returning customersNeal's Yard Remedies
The challenge.
Performance Max prioritised branded and remarketing traffic, so acquisition cost ran higher than expected and Neal's Yard Remedies had little control over targeting. Switching to the new customer acquisition option was not an option, as it was still early.
- Client
- Neal's Yard Remedies
- Sector
- Ethical and organic health and beauty retail
- Work
- Google Shopping
What PUSH did.
PUSH moved to a Standard Shopping campaign for finer control over target ROAS, search terms and audience exclusions, with less reliance on automated signals.
The change was phased. Budget shifted gradually from Performance Max, so PUSH could watch acquisition and retention as the move happened.
More case studies.
SNG BarrattPerformance Max and Shopping+33%US revenue, year on yearSNG Barratt grew US revenue 33% year on year and 955% in regions that had underperformed.Read the case study
Ross HandlingGoogle Shopping+34%Revenue on a 17% rise in spendRoss Handling grew revenue 34% on a 17% rise in spend after it was unhappy with its Google Shopping results.Read the case study- TooldenTooldenPaid search and Shopping1,233%Return on ad spend in MayToolden grew return on ad spend from 647% to 1,233% and revenue 199% in under a year.Read the case study
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Results differ by account. The stories above are what happened for those clients.
