We took on a client with a very trendy and elegant fashion store focused on a single type of apparel for upscale female consumers.
The product photography across the site, which retails about 2,000 items, was high quality and done in-house, making it a strong b2c site. Customer reviews and ratings were good, product descriptions were well written and of good quality copy, but their 11 Shopping campaigns were underperforming They were trending slightly below profitability.
It took us about 3 weeks to crack the code. First, we created a baseline of the performance segmented by brand and model. By using our proprietary feed analysis tools we determined that the feed was structured improperly, and although the copy was delightful for people, it was not tailored for the bots. This means the campaigns were bidding in the wrong auctions.
We spent 3 weeks completing a precision optimization of the feed and introduced a new product taxonomy into the product type fields. We deployed Simprosys feed optimization software in order to optimize the text that is served to the ad campaigns(bots), versus the copy that gets fed onto the product pages on the site for people to see.
Since doing that these brands have taken off, and in a short time moved to 800% return on ad spend, with significant volume increases. Recently, the number 2 brand in their market sector contacted them to say that they have become their #2 seller nationwide by volume.
