Advanced Feed Optimization Lifts Online Intimate Apparel Retailer’s Conversion Rate by 25%

Advanced Feed Optimization Lifts Online Intimate Apparel Retailer’s Conversion Rate by 25%

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An online specialty intimate apparel retailer, known for their unmatched selection of popular bra brands and an unparalleled range of styles and sizes, came to Elite SEM in early 2018 with a clear-cut vision for how they wanted to scale their business and grow their brand using Google and Bing Shopping ads.

+25% Conversion Rate /// +30% Shopping Revenue

It soon became clear they needed a partner agency with the expertise and experience to form and execute a cross-channel strategy, so they called in Elite SEM.

The biggest challenge ahead was continuously elevating the client’s sales on Google and Bing Shopping while maintaining the most efficient return on ad spend.

Solution

Spearheaded by a team of account specialists across three divisions and led by a Sr. Integrated Media Manager, Elite SEM’s onboarding process focused on collaborating with the client’s team to understand the ins-and-outs of the client’s business, brand strategy, and objectives. This learning stage played a critical role in tailoring a cross-channel strategy and help allocate budget accordingly.

The client choose to enlist Elite SEM’s Integrated Media Strategy to engage potential customers along tactical touch points and lead those prospects to the point of conversion. As a primarily e-commerce business, the client’s well-equipped marketing team saw especially great potential in leveraging paid shopping channel tactics to reach untapped markets and re-engage existing customers.

illustration: client's team connects through Elite SEM's Integrated Media division to channel experts in search, social, and shopping divisions

A Sr. Manager of Integrated Media Strategy at Elite SEM coordinated three divisions of channel-specific experts to provide the client’s team a seamless collaboration experience.

Throughout the initial partnership period, Elite SEM’s specialized Shopping & Data Feed account team focused on two central initiatives: implementing advanced feed optimizations and building out an entirely new campaign structure.

Elite SEM’s Shopping & Data Feed experts approached the client’s product feed of over 200,000 styles and began the process of manipulating the product data sent to Google, Bing, and Facebook according to each channel’s specific requirements and recommended best practices. These included, but were not limited to, enhancing product title and descriptions, adding more granular product categorization, and leveraging custom labels. Through advanced feed optimization tactics, Elite SEM aimed to increase the client’s visibility on the SERP, drive more qualified traffic, and propel sales.

illustration: product data feed of 200,000 styles is optimized by specific best practices for separate Google, Bing, and Facebook feeds

While ongoing feed optimizations helped the client boost their search relevancy and market reach, the client and agency teams agreed that an entirely new account structure would have the most potential for considerable impact. The process of building out a customized structure and phasing out legacy shopping campaigns involved segmenting by category, brand, and price tier with additional behavioral controls over device, search term type, and audience. The team wanted the new campaign flow to incorporate search and on-site behavior, ultimately allowing them to serve ads for the right products to the right users at the right time. This would not only help achieve shopping channel specific goals, but also play an essential role in their customer’s journey—from generating brand awareness, up until the point of conversion, and beyond.

Results

Elite SEM’s partnership played an integral role in taking the client’s already established Shopping program to the next level. Shopping ads had the highest number of impressions the client had seen during any single period, while still managing to attract even more qualified traffic—as conversion rates lifted by almost 25%. Shopping revenue grew by over 30% while exceeding the client’s return on ad spend goals.

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Posted on

January 24, 2019

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