Fashion Designer Emporium
By using dynamic text ads on over 1 million products, Feedonomics was able to help this client achieve a whopping 125% increase in ROAS.
Client Overview
This successful online fashion retailer showcases and sells a wide selection of high-end dresses, attracting shoppers globally. Armed with a team of stylists ready to assist online shoppers, the store is constantly working to provide customers a truly innovative shopping experience.
The Challenge
Recently, the retailer discovered that many online shoppers searched for dresses using a combination of brand and a specific model number. The retailer realized that adding the model number to their shopping ads would greatly improve their ad performance and saw a huge opportunity to grow their sales.
To that end, they manually created half a dozen “brand+model number” Adwords campaigns, targeting multiple countries. With so much to manage manually, they had a very difficult time making bulk updates, and a lot of ad spend was being wasted on products that were out-of-stock.
With over 1 million products, manually adding the model number to every product was unfeasible.
The Feedonomics Solution
Using its propriety data feed technology, Feedonomics enabled the online store to automatically create dynamic text ads for their 1+ million products.
Using the fashion retailer’s webstore as a source of truth, Feedonomics crawled their site to capture the product titles of their items based on whether a product was in-stock or out-of stock. Those product titles would then be added dynamically to their text ads ensuring that each item’s brand name and model number were included in the ads. Any new items added to the website were automatically added to the product feed.
Additionally, Feedonomics was able to automatically update their product listings every 15 minutes. Automating creation of new ad groups daily, and pausing/removing the under-performing ones created an 80% lift in conversion rate, and 125% lift in ROAS, making this channel perform better than their branded campaigns!
The Results
%
Increase In ROAS
%
Decrease in CPA
%
Increased Conversion Rate By
%
Increase In Overall Revenue
Additional Information
There are many ways to structure a dynamic ads campaign – segmenting by product category or by brand are two of the most common. But what if you could create dynamic text ads that are inventory aware, meaning you can pause ads when a product goes out of stock, and vice-versa?
You could have a dynamic text ad for each and every product, so when someone searches for your exact product, you would have higher relevancy than the rest of the competition. You can even have keywords targeting exact matches or broad matches, but with the flexibility for any kind of targeting from your optimized product titles.
You can dynamically insert any variables in your feed into the ad copy. For instance, you can have changing prices, availability, or even discounts in the ad copy.
