Midwest Grow Co. had been in business for years, but they were really looking to expand their market reach and grow significantly in the eCommerce space. The team had some prior sales data, but many of our advertising efforts had to be built from the ground up. 

The biggest challenge came to tackling Midwest Grow Co's massive product catalog. With 1200 different product SKUs, we had to approach the product catalog with care as not every product ought to be advertised equally. 

Aaron's team was also looking to gather and build a more robust online data infrastructure, as their sponsorships, and enterprise partners were always looking for details on Midwest's online ecosystem.

With a huge product catalog and a need for real-time metrics, organization and data cleanliness were paramount.

Before running any ads, I built a Google Data Studio Dashboard to centralize all of Midwest Grow Co's eCommerce efforts. We were able to build a dashboard that could speak to the internal stakeholders, giving them high level performance information, while also being useful for potential partners and sponsors. This centralized data hub became the primary source for eCommerce information.

From there, we moved to optimizing the product catalog. By using Google Merchant Center and Facebook Catalog Manager, we were able to revamp the product catalog, optimize product descriptions, pricing, titles, and more. 

When building campaigns, we had to take the large catalog into account. We began with Google Search campaigns focused on the top selling product categories such as advanced nutrients and aeroponic cloners. By segmenting campaigns by product category, we were able to achieve a high level of specificity with our keyword segmentation.