black cat has been one of the brands selected this year for a case study made by Google, which has analyzed the strategy of this well-known decoration firm during Black Friday.
Thus, during this period of offers, Gato Preto managed to boost its online sales using automation and machine learning of Google, posting a record return on ad spend (ROAS), with a 117% increase and doubling your click-through rate compared to the average of the other players in the market.
The automation and machine learning are two tools offered by Google, which allow the operations they perform to self-correct by building algorithms, based on the data analysis and predictionwithout human interference. All this translates into a very useful tool to increase the online reach of a brand with its public, especially at times like Black Friday, when prices are more attractive.
In this case study it becomes clear that value-based bidding strategies align brand objectives with Google Ads and achieve very satisfactory results. Thus, according to the Google study, the success of the Gato Preto strategy was achieved thanks to the development of certain practices, such as adoption of broad match keywords and smart bidding strategies, which help increase brand reach or usage of Smart Shopping, in which the campaigns are divided into different categories to maximize the return on investment within each of them.
The excellent results obtained by Gato Preto demonstrate the brand’s capacity for reinvention and adaptation, which is committed to constant updating, using the latest technologies to get closer to its potential customers. “This year Gato Preto has taken on a new life, developing a strong online presence and betting on new formats. Google automation and machine learning with a Profit Narrative methodology have proven to be key to the success of our campaigns” points out Carolina Afonso, director of Marketing and Digital of Gato Preto.
Gato Preto is a company with more than 35 years of history and has recently renewed its image, simplified its name (now it is known simply as Gato Preto) and has created a whole new concept designed to enjoy the home: Living Spaces. These changes have also been accompanied by a strong commitment to omnichannel, with a special focus on the development of a renewed online strategy.