Leading equestrian retailer with giant product catalogue increases sales through Google Shopping

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Naylors increased revenue by 195% using Bidnamic's SKU level bidding test : Bidnamic

Impact in Numbers

  • 51% Cost per click decrease
  • 195% Revenue growth
  • 274% ROAS growth

The scoop

Bringing you quality equestrian products since 1965

Always stocking the best brands, Naylors is one of the UK’s leading equestrian retailers. 

Naylor’s supplies riding boots, wellies, clothing, horse products and pet products for the equestrian and country enthusiasts alike from stores in Rochdale and Nantwich and online.

Over time, they have grown a massive catalogue of equestrian products. Naylors needed a solution to Google Shopping where they could effectively manage their expansive range of products, with the aim of growing their online business even further.

Naylors increased revenue by 195% using Bidnamic's SKU level bidding test : Bidnamic

The challenge

Maintain profitable traffic whilst increasing visibility throughout their extensive product range

Naylors have built up a large product catalogue over the years with over 60,000 product SKUs. 

They were looking for a solution that could ensure every SKU in their catalogue had the right visibility on Google Shopping, so they could maximise sales across their product line.

This is a very common problem for retailers using Google Shopping, as it is very easy to overbid and waste budget or underbid and risk lack of visibility. They needed a solution that allowed them to continually hit the sweet spot of bidding to ensure they are paying the optimal bid price for every single search. But with manual bidding this is impossible to do.

I like having the confidence to leave the management of Google Shopping in Bidnamic’s hands – it frees up my time to be able to focus on Naylors Equestrians’ other campaigns.

Fran Oldfield

Fran Oldfield

Ecommerce Manager

The solution

Dynamic SKU-level bidding

Bidnamic implemented a strategy for Naylors to maintain profitable traffic whilst ensuring visibility for their full product catalogue. To do this, our machine learning platform analysed hundreds of variables for every single product SKU, predicting the right price to pay based on the purchase intent of each search query.

The bid value is updated dynamically, ensuring they are always in that sweet spot of bidding, free from the limits of what humans can do. 

Naylors increased revenue by 195% using Bidnamic's SKU level bidding test : Bidnamic
Naylors increased revenue by 195% using Bidnamic's SKU level bidding test : Bidnamic

The results

Dynamic SKU level bidding enabled Naylors to increase revenue by 195%

Working with Bidnamic allowed Naylors to increase their online revenue by 195% without compromising budgets or their ROAS. They have scaled their online business, and the increased revenue came with a cost decrease of 24% and a 274% increase in ROAS.

Utilising Bidnamic’s machine learning platform also led to greater visibility, as impression share increased by 16% within eight months, enabling an 85% increase in ROAS for their leading brand.

Bidnamic also drive a 51% decrease in cost per click, vital for Naylors successful shopping campaigns and ultimately ensuring that traffic has been profitable. 

The Bidnamic 2021 Google Shopping Playbook - Fashion Edition

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