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