Published by Sue Johns-Chapman
Published Date 17.12.2024 
Pattern Australia is pleased to announce our SEM work with Strand has been named a finalist in this year’s APAC Search Awards for the Best Use of AI in PPC.
Being shortlisted for the APAC Search Awards for the Best Use of AI in PPC showcases our team’s hunger to expand the capabilities of AI in delivering excellence and efficiency for our Paid Search clients!
Our Beginning
We all know that AI has completely rewired the way we think about the efficiency of projects, with one of those being Google Merchant Centre Feed Optimisations.
Our team saw the value in developing a tool that could solve the hours and hours of manual set-up and input, reducing duplication and providing a greater scope of work uninhibited by human efforts.
The specific goals were to:
- Expand feed attributes using AI to meet best practices and boost visibility across competitive platforms.
- Improve click-through rate (CTR) by 2% and engagement metrics by improving the quality of the feed.
- Increase visibility against competitors from an average of 100% to an average of 150%
- Increase CTR by 2%
- Increase Conversion rate by 5%
Our Strategic Process
Thanks to great minds at Pattern HQ, we leveraged Pattern’s Proprietary AI Tool, an advanced, custom-built solution designed to optimise product feeds at scale. Unlike generic AI tools, it uses machine learning to automatically generate, enhance, and customise key product attributes—such as titles, descriptions, and specifications—tailored to best practices and brand guidelines.
Our strategy was broken down into two phases:
Phase 1: Title & Description Optimisation
Pattern’s AI expanded and optimised the Strand’s product feed, focusing on improving titles and descriptions. The AI front-weighted important keywords, adding an average of 70 characters to titles and an average of 2,103 characters to descriptions, significantly improving the content quality and quantity across thousands of products.
Phase 2: Title & Description Optimisation
In the second phase, AI-driven optimisation extended to product attributes such as colours, gender, product type, size, and material. This provided richer, more relevant search listings, improved product types, and strengthened the performance of paid campaigns by aligning products more closely with search intent.
Our creativity lies in integrating AI to enhance the feed dynamically, turning a traditionally manual process into an automated, data-driven one. By using custom AI prompts, we personalised and optimised product listings at scale, ensuring they remained relevant and engaging to evolving search behaviours. The approach allowed for continuous iteration and improvement, delivering rich, accurate content in a fraction of the time.
The Results
Of course, we’re no stranger to delivering high-performing results, but the campaign exceeded all expectations, significantly improving visibility and engagement across the board:
Some of the highlights were:
- 35% increase in free listing visibility compared to competitors.
- Sitting at an average of 20% higher visibility against competitors from a previous 5-10% average.
- 31% increase in average clicks (Period on Period, PoP) with the same level of ad spend
- 3% increase in click-through rate (PoP), sitting at 1.1%.
- Growth from 0.9% Free Listing CTR to 1.4% upon launch of Phase 2.
About Pattern
Pattern is a global ecommerce accelerator that partners with brands across local and international markets to drive brand expansion and revenue. Across digital ecommerce retail, B2B, D2C and marketplaces, Pattern’s extensive knowledge, authority and strategy help brands grow and excel in an ever-changing and ultra-competitive environment.
Our Pattern Australia team works across both digital ecommerce and marketplaces, like Amazon. As part of our digital offering, we support our clients through SEO, SEM, Social, CRM, Affiliates and Analytics channels, offering detailed and customised solutions to win against competitors in an ever-evolving market.
