A California brand of luxury knitwear in natural fibers, with a catalog of around 4,000 pieces. Midsummer Agency rebuilt its product feed so every piece could be found on Google and Microsoft Ads, then backed the brightest of them through the holidays.
PPCFeed Management
Our client is a luxury fashion brand based in California, selling on Shopify Plus. It makes high-end knitwear, loungewear and pieces for the home in natural fibers, designed mainly for women, with ethical sourcing and sustainable production at the heart of the label.
The catalog holds around 4,000 products, each sold in several variants.
The US comes first, with campaigns also running in Canada, the UK and Australia. New products and collections land every month, so the catalog never sits still.
The brand came to us after another agency had been running its paid search.
The client wanted more revenue, with return on ad spend held above an agreed target while it grew. Every monthly launch also needed campaigns ready to sell it from day one.
The account had been built for an earlier, simpler stage of the business. Our first review showed 3 areas to develop.
Google’s shopping and search ads rely on that product data. With richer detail, far more of the 4,000 pieces could appear for the searches that describe them, and the brand could reach demand it already had the products for.
Brand searches also blended into the wider results. In our first weeks we found that many of the conversions credited to non-brand search came from people typing the brand name.
Everything ran on Google Ads and Microsoft Ads, with the product feed underneath both. We fixed the feed first, rebuilt the structure on top of it, then pressed the accelerator for the holiday season.
ServicesGoogle Ads · Microsoft Ads · Feed Management
In the first 2 weeks we switched conversion attribution from last click to data-driven, turned off Google’s auto-applied recommendations, and set up automated checks for broken links, overspending budgets and Merchant Center disapprovals.
Then we split search into brand and non-brand. Brand got its own campaigns for core terms, categories, promotions and reviews, and a brand negative list went onto every non-brand campaign, so each one reported on its own job.
Next we moved the feed onto DataFeedWatch and started enriching it. Every product title now combines the product type, the name and the color, written in the same clean format across all 4,000 products.
Then we filled in what Google had been missing.
Those labels became the levers for everything after. Shopping, Performance Max and Dynamic Search Ads could all split by price, season or category, where before 4,000 products had shared one pile.
We then pointed Dynamic Search Ads at the feed instead of the website, and built 10 new ad groups on feed labels. Someone searching for a knit robe or a travel set now met an ad and a landing page for exactly that, generated straight from the catalog. We ran feed-based Dynamic Search Ads on Microsoft Ads too, from a custom feed, and later gave the top categories campaigns and bid strategies of their own.
We could see demand the account wasn’t reaching, so going into the holiday season we pushed traffic hard. We raised Shopping budgets step by step up to Black Friday, loosened ROAS targets to buy volume at the peak, then tightened them again once the rush had passed.
The monthly launches kept everyone busy. Each month we refreshed ad copy, sitelinks and promotions for the new season or collection, and for Black Friday and the holidays we built dedicated collection campaigns, merchant promotions and gift sitelinks.
Display and YouTube carried the new collections to fresh audiences. We narrowed prospecting to lookalikes of existing customers, leaning toward women over 45 in higher-income households, and kept remarketing in campaigns of its own.
When Shopping moved to Performance Max, we kept the segmentation the feed made possible.
Microsoft Ads mirrored the Google structure throughout, with its own exclusion list of more than 500 sites to keep ads off placements that weren’t selling.
Over the holiday season, year over year, revenue grew 19% and sessions 20%, while cost per acquisition fell 15%. The account held the client’s ROAS target of 6 through the busiest stretch of the retail year, with budgets at their highest.
The feed carried most of that. Once every product described itself properly, Shopping and Dynamic Search Ads could match the long tail of searches for specific pieces, and the extra budget had somewhere useful to go.
Leveraging both Display and YouTube video advertising was a game-changer for our seasonal collections. Their expertise in product feed management significantly boosted our Dynamic Search Ads performance.
The Co-founder
California luxury clothing brand
Micky
Pay Per Click
Led the account and its strategy, rebuilt the feed in DataFeedWatch and steered the holiday push.
Dario
Pay Per Click
Ran bidding and ROAS targets across Shopping, Performance Max and Dynamic Search Ads, and kept Microsoft Ads in step.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
