INTERNATIONAL FASHION ECOMMERCE CASE STUDY

How we leveraged Google local campaigns and multi-country Google shopping for a luxury fashion eCommerce.

ABOUT THE CLIENT

The client is a US-based luxury fashion brand serving clients in more than 20 countries worldwide via an eCommerce channel and physical retail stores. Its catalog counts thousands of products with continuous seasonal updates. The monthly budget allocated for Google Ads PPC is in the $160K – $180K range.

CHALLENGE

The client wanted to drive more traffic to the physical stores in the US market and increase eCommerce sales in the international market. Our main goals were:

  1. Drive selected geo-targeted traffic to the physical stores without compromising the online channel performance.
  2. Expand the brand presence and its current product feed to three additional countries with different currencies, shipping terms, and brand penetration.

SOLUTION

We set up local campaigns with driving directions conversion. These campaigns allow potential customers to discover products and “get directions” to their nearest store after viewing an ad. We implemented the catalog extension to serve the additional markets via a third-party feed management tool. This solution allowed us to set up custom rules that assign specific attributes to the thousands of catalog items according to the market peculiarities. We streamlined the product feed management without losing any possibility of feed optimization at a deep level. This is especially important for our customer’s need to run sale initiatives and seasonal updates frequently.

RESULTS

The local campaigns generated an average of 3000 monthly interactions of users getting directions to physical shops, with a cost per action (CPA) under $3. Within the first few weeks, the campaigns targeting foreign markets with the extended product feed yielded a return on ad spend (ROAS) of 600% and an Impression Share above 95% for the brand keywords.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Local Campaigns

I must say that I am really happy with Midsummer Agency. They were really helpful with international pay per click campaigns for our fashion brand. They are very knowledgeable and professional, and I have been in touch with them for a few years now. Midsummer Agency helped us, and we would recommend them to any company looking for advertising help..

Claire – Marketing Director

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