Case Study – 133% Increase in Conversions Thanks to Reassigning Inactive Products

How to achieve a 133% increase in conversions just by reassigning products?

Problem

The Expensive (Villains) PLA campaign was gradually losing performance despite our optimization efforts.
We decided to test a radical change: all products without conversions were moved into the “Expensive” label and given a chance in a campaign with a higher budget. The goal was to boost the campaign by giving it more products. We wanted to kill two birds with one stone, so we selected products with no conversions.

Solution

Change in labeling logic
Previously, the “Expensive” campaign contained products that were performing but whose conversions were too costly from a ROAS perspective – the so-called “expensive” products.
After changing the logic, the “Expensive” campaign includes not only “expensive” products but also products that have no conversions but at least one click.

Results Achieved

The experiment delivered significant improvements not only in product activation but also in the overall performance of the campaign:

“Many products don’t need optimization, just a chance.”
Properly set up and flexible labeling is the key to unlocking the potential of products that would otherwise remain overlooked in low-budget campaigns. At the same time, we managed to revive an apparently “dead” campaign.

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