Ellos' ecommerce transformation: Data-driven shopping success

Business challenge

Ellos is a prominent ecommerce brand in the Nordic region, known for its extensive range of home furnishings and fashion products. With increased competition in the Google Shopping landscape and changing macro-economic factors such as heightened inflation, Ellos needed a strategy to use their ad spend more efficiently while driving higher market share. Their primary goals were to increase ROAS and to boost Google Ads revenue across Sweden, Norway, Denmark, and Finland.

Jellyfish Solution

To address Ellos' challenges, Jellyfish implemented a comprehensive, data-driven strategy leveraging their proprietary technology: J+Shopping. The approach included:

1. Target audience and strategy:

Jellyfish focused on targeting shopping ads to Ellos’ core customer segment—women in the 40-50 age range. Using advanced bidding algorithms, they ensured outbidding competitors on the most important products. High-value audiences such as Product Page viewers, converting users, and category page viewers were targeted for relevant product categories.

1. Implementation and creativity:

A data-driven approach was deployed within paid media channels, categorizing products by their potential sales revenue. Custom algorithmic logic in BigQuery analyzed real-time data from Google Analytics 360 and Google Ads, alongside Product ID and Price data from Google Merchant Center. This provided valuable insights into product visibility and allowed the search team to manage bids based on product performance.

Products were segmented into quadrants based on their likelihood to sell, with each quadrant having its own ROAS targets. This approach enabled Jellyfish to flex targets to encourage or discourage bid amounts, ensuring best-selling products were more visible and minimizing wasted spend on less likely-to-sell products.

Results

Remarkable Performance Improvements:

After launching J+Shopping, Ellos achieved the following Google Shopping results when comparing 2023 performance data with 2022 across all Nordic accounts:

• +13% YoY of the ROAS and 12 points above target 
• +16% YoY of the revenue and 10 points above target
• +16% YoY of monthly revenue average

The impact of the J+Shopping implementation contributed to exceeding the targets set, demonstrating that the setup directly contributed to significant performance increases for Ellos and enhanced its growth in the Google SERP. By leveraging J+Shopping technology, Ellos gained a deep understanding of market dynamics and implemented an effective ecommerce solution.