How Principle increased client's ROAS by 4x

Digital Remarketing Optimization Using Google Smart Shopping Campaign for Descente

Customer Challenges

  • Lack of digital marketing resources and plan to improve ROAS
  • Dynamic Remarketing Ads were not working well because:
    • UX/UI of the landing pages was suboptimal, required too many touches before users convert
  • Product title lacked keywords related to queries that would have made the ads more effective

Principle’s Approach

  • Stopped Google Shopping Ads (PLA), Dynamic Remarketing Ads (GDR), Display Network (GDN)
  • Maximized available data and optimized product feed information, especially around the product title
  • Recommended and enhanced UX/UI of the website to minimize the number of touchpoints shoppers have to make to complete purchase
  • Shifted execution to Smart Shopping Campaign that takes advantage of machine learning
  • AI under Google learns the user’s segment, action, interest, location, and tons of information relating to the user’s demand and pricing according to season.
  • Area of a campaign planned to impact:
    • Accuracy of machine learning from Low to High
    • The medium of the ad served from Few to Many


  • ROAS improved from 111% to 418% over 8 months period
  • 4x in sales from the smart-shopping campaign over 8 months period

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