Growing Against the Market with Performance Max and CROP
Growing Against the Market with Performance Max and CROP
What?
CROP Nonpaints.com wanted to grow further outside the Netherlands but faced the limitations of traditional Shopping campaigns and a saturated home market. Increase developed a smart Performance Max strategy, where short-term data was given more weight through a Valued ROAS formula. Through advanced segmentation and smart budget management, CROP continued to grow internationally and revenue kept rising—even in seasons where a dip is usually seen.
How?
We developed a unique approach where we weigh short- and long-term data differently in the Performance Max campaigns. By giving more weight to short-term data, we could adjust results more quickly. We implemented this strategy through an automated system with Channable that categorizes products into different feeds daily based on their ROI.
Provided the ROI is correct
Endless budget for performance marketing
Together with development partner FRMWRK, we made an agreement focused on results: as long as the ROI is correct, the budget can be endlessly scaled. This opens the door to structural investments in:
- Media budget
- Webshop management and optimization
- Digital marketing efforts
- E-commerce costs such as tools and licenses
This performance-driven model creates the freedom to grow. Internationally. Quickly. And in a controlled manner.
International growth with clear rules
Once the ROI was on track, new markets were tapped: Belgium, Germany, Austria, France, and the United Kingdom. Two rules were central:
- Accelerate when the momentum is there.
- Slow down when the ROI is under pressure—without harming revenue.
Smart growth, therefore, with an eye on profitability.
More control, more return
International expansion with maintained control
By setting up the campaigns to behave like Smart Shopping (without extra assets, with strict URL steering), more control was created. One separate pMax campaign with assets served as a supplement. This setup prevented internal competition and provided control over expenses—with better results as a consequence. The 5 categorized feeds in Channable:
- Zero – products without clicks (ROI nil)
- Low – low-scoring products
- Medium – average-scoring products
- High – well-scoring products
- Hero – best-scoring products (Highest ROI)
More control, more return
Scalability for e-commerce companies
This strategy is ideal for companies that need to focus on short-term results—such as in markets with heavy competition or fluctuating prices. And the beauty: the approach is scalable. For webshops with large assortment volumes, you can easily deepen the structure with margin-specific layers.
