METRO Markets is an eCommerce platform where companies in the hotel, restaurant, and catering (HoReCa)

industries find non-food equipment and supplies. Since its founding in 2018, METRO Market’s product line has

grown to include 200,000 items that range from canteen kitchen technology, kitchen equipment, office supplies,

tableware, and cleaning supplies to espresso machines and paella pans. Headquartered in Düsseldorf, Germany,

METRO Markets serves HoReCa companies worldwide. https://www.metro-markets.de/

Adding Shopping Campaigns for Rapid Growth

I like that Finch is proactive. It listens to our points and are readywith suggestions and a distillation of information in the market that we can leverage later or replicate. The value that those data analyses have and having a high-level view of things is very useful.

Mihai Irinel Popescu, Head of Marketing E-Commerce, METRO Markets GmbH

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In the first nine months, METRO Markets realized more than EUR 3.8+ million in revenue and 3.7 million visits

from its Google Shopping Ads campaigns. METRO is also continually improving its ROAS with the Finch Platform’s

automated optimization capabilities.

Copyright ⓒ 2020 Finch, LLC. All right reserved.

In 2018, METRO Markets started an online marketplace to sell non-food equipment and supplies to the hotel,

restaurant, and catering (HoReCa) industries. Its online marketing efforts initially focused only on search.

By 2019, it wasn’t seeing the traffic or revenue it needed. To drive more traffic to its marketplace and grow

revenue, it engaged with Finch and the Finch Advertising Management Platform

The Finch team worked with METRO Markets to strategize on how the company could generate traffic

and growth. The Finch team started by launching Google Shopping Ads campaigns as an addition to the search

campaigns METRO Market’s was already running.

And while the Platform used ongoing granular campaign data to continually optimize campaigns

automatically, the Finch’s team worked with Finch partner DataFeedWatch to optimize and adjust METRO’s

product feeds. They added custom labels to the product feeds to split campaigns based on specific

information, such as price tiers. Labeled campaigns can now be targeted to specific delivery times and even by

return on ad spend (ROAS).

That precision is made possible with data culled from Finch Insights reporting, which lets Finch and the METRO

Markets team drive decisions and implement tactics based on granular data on what’s working and what isn’t.

A unique feature of the Finch Platform is its ability to analyze and use data across multiple platforms and channels.

An essential driver for growth is the ongoing expansion of the keyword set used in search campaigns.

Finch set up METRO's search campaigns to use search terms that convert from shopping ads automatically.

That automation ensures growth, and the constant communication between the teams at Finch and METRO fuels

ongoing strategic growth.

More recently, Finch and METRO Markets have expanded METRO’s efforts to also include Bing Shopping campaigns.

Lower than desired customer traffic for its new marketplace.

Uncertainty about how to efficiently add Google Shopping Ads and other ad channels to search to drive traffic to its markplace.

Manually building, bidding on, and testing Google Shopping Ads campaigns for hundreds of thousands of products.

Staying flexible and adjusting the campaign structure for hundreds of thousands of SKUs.

Work with Finch to create a strategy to drive traffic and revenue growth.

Automatically add optimized Google Shopping Ads and Bing Shopping ads to its campaign mix and eliminate manual bid management.

Work with Finch partner DataFeedWatch to adjust and optimize shopping feeds with custom labels and split campaigns to achieve specific targeting and target ROAS goals.

Use granular reporting data in Insights reporting to drive better decisions.

VISITS FROM CAMPAIGNS IN 9 MONTHS

REVENUE GENERATED IN THE FIRST 9 MONTHS

ROAS

We use Insights reporting almost every day. It’s nice that it does things that you can’t do with Google reports. It’s fast. You can do comparison benchmarks, you can see feed changes, and how your product inventory is with the custom labels.

—Mihai Irinel Popescu, Head of Marketing E-Commerce, METRO Markets GmbH

STRATEGIC SERVICES

Close partnership between METRO

Markets and Finch Strategic Services

to effectively strategize an approach

and drive growth.

COLLABORATION

Documentation, execution, and

adjustment of the strategy in

Finch’s integrated workflow

management tool Collaboration.

STRATEGIC SERVICES OPTIMIZATION

Insights reporting is Mihai’s favorite

Finch feature. For him, it’s about the

data and reducing the time required

to segment a massive product feed.

INSIGHTS

“Insights helps us reduce the time we spend analyzing things.”

Mihai Irinel Popescu, METRO Markets GmbH

—

COLLABORATION

OPTIMIZATION

Using the Finch Optimization engine

to efficiently optimize ads and

increase click volume and revenue.

INSIGHTS

Finch Insights reporting for transparent, actionable information on campaign

performance and better decision-making.

https://www.datafeedwatch.com/https://www.finch.com/advertising-management-platform/insight-campaign-reports/https://www.finch.com/advertising-management-platform/campaign-optimizationhttps://www.finch.com/advertising-management-platform/insight-campaign-reportshttps://www.finch.com/advertising-management-platform/digital-marketing-workflow-management-tool/https://www.finch.com/advertising-management-platform/https://www.metro-markets.definchUnderline