Baby Needs, a Romanian online shop specialising in baby supplies, faced challenges typical of smaller online shops at the beginning of 2024. With strong competition and a limited budget, it was crucial for Baby Needs to reach the widest possible audience with the highest possible efficiency, despite the fact that their website doesn’t look very modern.
In this case study, we look at how we were able to achieve significant success through automated optimization of Google Ads campaigns targeting shopping ads.
Babyneeds.ro is a Romanian online shop specialized in a wide range of baby products, especially strollers and car seats. As one of the smaller retailers in the baby products segment, Baby Needs focuses on providing quality and safe products for families with young children. The online store prides itself on its personal approach to customers and offers products that are carefully selected with comfort, safety and practicality in mind for both children and parents. Thanks to its focus on baby needs and the expansion of its product range, Baby Needs has become a popular choice for parents all over Romania.
Baby Needs specialises in the sale of pushchairs and car seats, products with high competition and often a longer decision process from customers. In addition, the online store faced constraints associated with a less modern looking website, which may have affected conversion rates. The aim was to increase sales and turnover through PPC campaigns, with Google Shopping campaigns being the main tool.
1. Quick start and learning phase
We started working together in January 2024. The first quarter was dedicated to a learning phase where we focused on data analysis and setting up optimized campaigns. As this was a smaller e-commerce store, it was important to quickly identify effective strategies and adapt to Baby Needs’ specific needs.
2. Product data optimization
One of the key steps was to improve the product data that is the basis for successful Google Shopping campaigns. We optimized the product feed to best match potential customers’ search queries, increasing the relevance and reach of ads.
3. Switch to target ROAS
Thanks to successful optimization during the first quarter, we were able to quickly switch to bidding strategies focused on the target ROAS. This approach allowed us to manage budgets effectively and achieve a higher ROI.
Thanks to careful product segmentation, campaign optimization and adaptation of the strategy to the specifics of the online shop, we managed to significantly increase the performance of the campaigns. ROAS of 3,370% is a testament to the success of our strategy and the effectiveness of Google Shopping campaigns.
The Baby Needs case study shows that even smaller e-commerce stores can achieve great results with well-designed and optimised PPC campaigns. The key to success was the rapid adaptation and effective use of Google Shopping campaigns, which proved to be the ideal solution for an e-commerce store with a limited budget and a need to reach a wider audience.
This approach can serve as an inspiration for other baby supplies e-shops looking for ways to increase their sales and improve ROI.
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