Storeis
Search Ads Adoption: Full Automation for a Data-Driven Marketing Strategy
An Italian brand that has been producing clothing and accessories for women, men, and children for over forty years. The company has a network of stores in major Italian cities, with over 100 stores in 18 countries, including Europe and North America.
After the pandemic, much of the turnover deriving from the offline channel has ceased, while ecommerce has boosted, becoming fundamental in achieving annual business goals. Over the years, the brand has built online communication that uses social channels to showcase the peculiarities of the products in the catalog.
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SectorFashion
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Areas of ExpertiseConsulting, Online Advertising
1. Goals
In the post-pandemic period, they needed a marketing strategy capable of integrating online and offline activities, with ecommerce as the primary revenue driver.
The brand needed greater visibility on the performance of marketing channels (search, shopping, and social) to build a data-driven customer journey. Therefore, we embarked on a full automation path with the company thanks to Search Ads 360.
Specifically, the following goals were identified:
- Improve the visibility of the brand in the SERP and increase the ROAS of the Search and Shopping campaigns of the different search engines
- Ensure high relevance of Search Paid ads
- Re-engage users in a cross-channel way thanks to more targeted messages
2. Our Approacch
The collaboration between the brand and Storeis began in 2020 with a consulting activity in the Marketing & Media field and has continued over the years.
The full automation path was defined jointly, which saw the adoption of Search Ads 360 as a first step to integrating the different search engines, facilitating the management, optimization, and monitoring of Search and Shopping campaigns in a single platform.
To maximize results and have as detailed reporting as possible, the main tools of the Google Marketing Platform (Campaign Manager 360 and Google Analytics 360) were purchased.
fter a careful analysis of the campaigns carried out, the Search Ads 360 Smart Bidding strategy was defined to achieve the set business objectives, namely:
- Increase brand visibility
- Optimize the return on investment
At the basis of this strategy was a data-driven attribution model, which made it possible to define the importance and respective offer of the keywords used. This helped achieve the strategy goal by taking full advantage of Search Ads 360‘s machine learning and advanced context signal technology.
In order to better manage the breadth of the brand catalog and the no-stopping updating of product availability, the Search Ads 360 inventory management function was implemented to allow the creation of dynamic ads that reflect real availability, always updated.
In addition, thanks to the inventory feed it was possible to increase traffic and conversions by including long-tail keywords with high-yield potential, automatically generating specific keywords for the products in the feed.
Finally, to aggregate the traffic data and performance of paid social campaigns into a single platform, social integration was carried out in Search Ads 360, specifically including the Meta channels. These activities made it possible to re-engage target users, using consistent and targeted communication in cross-channel mode.
3. Key Wins
Excellent results were recorded compared to the previous year:
- +20% YOY
Increase of the cross-engine Impression Share - +11% YOY
Growth of ROAS from Search campaigns
- +25% YOY volume of impressions
Increased relevance of Search Paid ads - +7% Engagement rate YOY
Greater interactions with sponsored posts on Meta and the creation of new similar audiences
