We took on a client with a very sharp fashion store focused on one type of apparel purchased by upscale consumers and a heavy weighting on the female demographic. All of the product photography across the site, which retails about 2,000 items, was high quality and done in-house, so it was quite unique. The product descriptions were written with a lot of care and were an excellent quality copy. But their 11 Shopping campaigns were not performing that well, trending slightly below profitability.
It took us about 3 weeks to crack the code on this one. First, we created a baseline of the performance and segmented it by brand and model. By using our proprietary feed analysis tools we determined that the feed was not structured properly, and although the copy was delightful as viewed by the human eye, it was not tailored for the bots. So 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, versus the copy that is fed onto the product pages on the site.
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 let them know that they have become their #2 seller nationwide by volume.