How NeoSEM revamped Bruna’s Google Ads campaigns with Channable

Bruna BV , the largest bookstore in the Netherlands, faced a major challenge in advertising their vast inventory of books and office supplies. With around 1 million products to sell, they required a sophisticated approach to maintain precision and effectiveness in their campaigns.

To face the challenges, NeoSEM , a leading digital marketing agency that manages Google Ads campaigns for Bruna, turned to Channable. Together, we implemented a strategy and the right tools to streamline Bruna’s complex inventory management and create high-impact ad campaigns.

Challenges Faced by NeoSEM

Managing Bruna’s large product range across multiple channels presented several challenges for NeoSEM, including:

• Vast number of products: Managing ads for nearly one million items, including books and office supplies, required bulk strategies that could also maintain ad quality at the product level. Traffic only sees one or a few ads, so precision and accuracy were crucial.
• Dynamic assortment: Books are constantly going in and out of stock, and Bruna frequently adds new products, making it essential to keep their ads up to date.
• Effective budget allocation: It was crucial to ensure that Bruna was spending its advertising budget on the right products. That meant giving bestsellers the most visibility, while taking the short sales peaks for books into account.

To tackle these challenges, NeoSEM leveraged Channable’s platform to streamline Bruna’s ad feeds and get the most out of each campaign.

Channable's implemented solutions

Channable provided an all-in-one solution for NeoSEM, enabling efficient data management, dynamic ad creation and advanced performance analytics. We collaborated with them to develop an effective strategy that addressed the challenges Bruna was facing. This included the following solutions:

Streamlining product feeds with dynamic product management Step one was to organize Bruna’s huge product list into manageable segments. NeoSEM fed Bruna’s detailed product information into Channable through a range of different connections and product feeds.

For example, English books, Dutch books, e-books and office supplies all came from separate feeds, enabling Bruna to streamline its processes via Channable.

Channable also enabled NeoSEM to set up filters to remove out-of-stock and preorder books, reducing the number of products to a more manageable 600,000. They achieved this by stacking multiple layers of rules in Channable, which automatically ensured that Bruna would only advertise in-stock products.

While NeoSEM was able to automate most feeds using Channable, they also needed to add manual spreadsheets to allow Bruna to contribute their own input and manage special product lists.

This approach helps incorporate Bruna's up-to-date market insights and trending products. Ultimately, their goal is to use Channable to fully automate these forecasts based on sales data.

In the full success story, learn how NeoSEM optimized campaigns for maximum ROAS by implementing smart strategies in search and shopping campaigns and optimizing budget allocation.

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