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Reach your highest: Dresden Vision Glides Through
Let’s Grow Your Business Together
Have questions or ready to start your digital marketing journey? Fill out the form below, and our experts will get back to you shortly.
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Google Ads Campaigns
Client Background
A premium eyewear brand selling prescription glasses and sunglasses ran Google Ads to drive sales. However, their Performance Max and Shopping campaigns were heavily dominated by contact lens sales—products they no longer wanted to promote.
Challenges
- Inability to Remove Contact Lens Products from the Feed
- The Google Merchant Center (GMC) feed included all products, making it difficult to exclude specific categories.
- Lack of Model Images in the Feed
- The existing feed had generic product images, missing lifestyle and model images that could enhance engagement.
- Revenue Dependency on Contact Lenses
Contact lenses accounted for 80% of sales from Google Ads, making it risky to remove them without a clear strategy to shift revenue to other products.
Strategy Implemented
1. Feed Optimization to Exclude Contact Lenses
- Used Feed Rules in Google Merchant Center to exclude products containing keywords like “contact lens” in the title, description, and category.
- Applied custom labels to segment non-contact lens products for focused campaign bidding.
2. Enhancing Feed with Model Images
- Integrated lifestyle and model images into the feed by updating image URLs in the product data.
- A/B tested different image styles (plain product shots vs. model images) to measure performance impact.
3. Campaign Restructuring for Non-Contact Lens Products
- Shifted budget allocation to prioritize prescription glasses and sunglasses.
- Created Performance Max asset groups tailored for high-margin, non-contact lens products.
- Adjusted bidding strategies to optimize for higher AOV (Average Order Value) products.
Results
📉 Contact lens sales dropped from 80% to <5% within the first 30 days.
📈 Revenue from glasses & sunglasses increased by 65%, maintaining overall Google Ads profitability.
👀 CTR improved by 22% due to model images making ads more engaging.
💰 ROAS remained stable at 4.2x, proving the transition was successful without harming ad efficiency.
Key Takeaways
✅ Use feed rules and exclusions in GMC to control product visibility.
✅ Custom labels help structure campaigns around priority products.
✅ Lifestyle images can enhance engagement and conversion rates.
✅ A gradual transition away from unwanted products prevents sudden revenue drops.