Dagne Dover had previously experienced great success during the holiday season but they needed an effective strategy in their media mix that would help support multiple product lines in a scalable and profitable way.
Smart Shopping Campaigns was enhanced by Mason Interactive for Dagne Dover’s holiday strategy, with a customized account structure focused on seasonal business goals. Using the Target ROAS bidding strategy as part of the Smart Shopping Campaigns, the team had more control over spend and the ability to adjust goals based on inventory levels, without sacrificing return on ad spend. The product catalog was split into two specific groups in order to specify higher ROAS for high-value best sellers and lower target ROAS goals for specific collections products that needed to move inventory.
Automated bidding and ad placement drastically reduced the time traditionally spent on campaign management, allowing the team to focus on strategy and account optimization. As a result, Dagne Dover saw 4X ROAS between November and December during their holiday push.