How Prodos used Channable to scale their eCommerce success

A fast-growing Dutch eCommerce platform needed a scalable solution for managing ads for its large product range across multiple channels. They turned to Prodos, a leading digital marketing agency, who leveraged Channable to help them optimize their use of data and create consistent, high-quality ad content.

Challenges faced by the client

The client was in the process of scaling up its product range from 30,000 to over 100,000 items. Their goal was to create a smooth process for handling frequent product updates while maintaining high-quality, performance-based content. To achieve this for their client, Prodos would need to overcome these key challenges:

Working with limited data: The client was struggling with limited and suboptimally configured data. Essential information was buried within long threads of HTML code, which required extraction and reconfiguration. They also needed to copy over rules from a former Channable project.

While it was easy to copy those rules within Channable, the team still faced a big obstacle: the fields used in those rules sometimes had different names and sometimes simply no longer existed. So, Prodos would need to match all the fields with the old field names and recheck all the values.

Scaling up the product range: To scale from 30,000 to over 100,000 products, the client needed an efficient way of feeding updates into the Channable server. The data needed to be simple and ample to work with it flexibly while maintaining the right degree of specificity to inform customers about the products.

Prodos’s strategic approach using Channable

To offer their client the best possible solution, Prodos leveraged Channable’s robust platform to implement these strategic measures:

Data integration & management: By integrating various data sources, such as internal databases and data feeds like CSV and XML from the client’s website, Prodos streamlined and consolidated the data in Channable, so it could be seamlessly directed towards multiple advertising channels. Feedback from these channels looped back into Channable to optimize ads based on search volumes and product performance.

Creating efficient feed updates: To manage the client’s huge set of Shopify data more easily, Prodos first tried removing as many unused fields as possible. Eventually, they circumvented this altogether by placing a CSV feed between Shopify and Channable.

Optimizing use of performance data: Prodos incorporated additional performance data imports into Channable to enhance campaign strategies. Product filters required 10 different rules per category to ensure precise targeting and improve campaign results.

Performance tracking: Channable's data analytics capabilities enabled Prodos to perform performance-based campaign segmentation. This allowed products to perform optimally based on their ROAS. The tool also offers real-time data, empowering Prodos to create data-driven campaigns, generate reports and automate product segmentation.

Setting rules to overcome missing data: Although Prodos updated the product data as thoroughly as possible, there were still some significant gaps, especially in categories and product filters. They created an extensive set of rules in Channable to edit and categorize the data. The result was a rule waterfall that extracts relevant categories from noisy metadata, so products can be accurately categorized, even if specific categories are missing.

Boosting products: By importing a list of bestsellers into Channable, Prodos boosted those products by allocating extra budget to the shopping campaign. This helps the client achieve an optimal ROAS by maximizing the value gained from each conversion.

Rule-based product segmentation

Prodos leveraged Channables highly detailed waterfall segmentation flow of rules to segment their client's assortment based on performance and product data, This included data points like, competitive pricing, reviews, and delivery times in real time.

A product would get a score for each datapoint depending on the relative position it would have to the other products or competitors. This enabled Prodos to create a holistic and balanced product segmentation. Prodos chose to segment their client's product range into the following categories:

• Stars: High-performing products that generate significant revenue and have a strong return on ad spend (ROAS). These became the top priority for promotion.

• Potentials: Products that support the heroes, performing well but not at the top level. They were still valuable and worth promoting.

• Invisibles: Underperforming products that do not generate enough revenue or have poor ROAS. These might be temporarily excluded from campaigns to focus resources on better-performing products.

• Underperformers: Products that have previously performed poorly but are given a chance to improve through dedicated campaigns and strategies aimed at reviving their sales performance.

Seamless ad management with Channable

Thanks to Prodos’s strategic use of the Channable platform, they were able to deliver a significant increase in Performance Max and shopping campaigns for the client while staying on target with ROAS.

With integrated and automated solutions from Channable, Prodos was able to streamline the complex task of managing the client’s wide and diverse range of ad campaigns.

By using Channable to optimize data management, automate ad group creation and integrate performance analytics, Prodos is helping their client to run high-impact ad campaigns, so they can scale up their business and focus on their core activities.

Are you looking for an all-in-one solution to clean up your client’s product data and optimize campaigns for a large product range?

Learn how Channable’s platform can help your agency deliver better results! Get started with Channable today.