Custom Development of Product Labelling Script to Power a New Google Ads Campaign Strategy
Learn how Anicca Digital developed a proprietary script that seamlessly integrates with Big Furniture Warehouse’s existing feed structure to automatically identify and label recently restocked products.
Overview
Big Furniture Warehouse, an e-commerce furniture retailer, faced a challenge in capitalising on recently restocked inventory.
Inventory Visibility Gap: When furniture items were restocked, there was no systematic way to identify and flag these products within Google Ads. Products would technically be eligible to serve ads but were failing to gain traction due to Google’s algorithms, resulting in diminished product visibility.
Lost Market Momentum: Gaps in stock and this reduced visibility in the ad space caused products to fall out of customers’ consideration sets. Without a coordinated relaunch strategy, newly available items blended into the broader catalog with no special attention or urgency.
Our Solution
Part 1: Custom Product Labelling Script
Anicca developed a proprietary script that seamlessly integrates with Big Furniture Warehouse’s existing feed structure to automatically identify and label recently restocked products.
Technical Architecture:
The script operates on a three-stage process:
Stage 1 – Stock Status Detection: The script monitors inventory for products transitioning from out-of-stock to in-stock status and keeps record of the 45 day stock status for each product.
Stage 2 – Intelligent Labelling: Products meeting restock criteria are automatically assigned a dynamic label for “Back in Stock”. The script allows for customised labelling rules, enabling focus on high-performance products for example.
Stage 3 – Platform Sync: Labels are pushed into a supplementary feed in Google Merchant Centre for use in Google Ads campaigns. This enables real-time activation.
Key Features:
- Automated Detection: Eliminates manual identification processes, reducing time-to-activation, ensuring labels reflect current stock status
- Custom Rules Engine: Allows marketers to define thresholds and specific parameters
Historical Tracking: Maintains records of all labelled products and their performance for data-driven optimisation
Part 2: Back-in-Stock Campaign Strategy
Alongside the technical solution, Anicca designed a dedicated campaign framework specifically optimised for promoting restocked products. The objective of the campaign was to rebuild visibility and capture suppressed demand for previously unavailable furniture items.
The campaign strategy utilised the multi-network capabilities of Performance Max.
In order to maximise potential and drive momentum, we applied more relaxed targets to the campaign. Despite these more relaxed targets the campaign achieved a 28% higher actual ROAS (Return On Ad Spend) than the baseline campaign in a 30 day period.
How our solution helped the client to succeed
Impact
The PPC script delivered impressive results over the campaign period.
- Reduced friction for customers seeking back-in-stock items
- Increased product visibility for core products
- Data-driven decision making replaced manual analys
