CASE STUDY PRODUCTS IN CATALOG 300k 27 ROAS GOALS IN GOOGLE SHOPPING 27k 185% MOBILE REVENUE GROWTH YOY HOW MARGIN-BASED BIDDING SURGED WEHKAMP’S PROFITABILITY IN GOOGLE SHOPPING UNTAPPED OPPORTUNITIES wehkamp hit a sticking point during its early foray in Google Shopping. “Our main challenge was profitability,” said Peter Gerritsen, Online Marketing Analyst for wehkamp. “We have a large product assortment with very different profit margins. There’s no way that one campaign and one ROAS target would let us achieve profitability throughout our entire catalog.” Instead, wehkamp identified a ROAS target for each of its five product categories, and created several campaigns for each category. But with this structure, some products were drastically underperforming, while others were

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