increase in active products able to appear in Google search results
We started managing the paid search efforts for online sunglasses retailer Maui Jim in early 2016. Even though their e-commerce shopping campaign was one of the best performing paid search efforts in their toolkit, there were gaps in the data that made our paid search team wonder if we could make some additional improvements. Anytime we find data gaps or can’t get a satisfactory picture of what’s working, we take it as a signal to dig a little deeper and look into the details. The audit triggered by our desire for more information in the service of this client revealed opportunities to maintain the online product feeds, drill down deeper in the campaign management, and reconcile the data in a way that gave our team and the client a clearer picture of what paid activities were contributing to success. Another agency could have easily let it continue without additional optimization, but we think a little differently about the value of detail at Gruen.