Dagne Dover
Date
2019
Industry
Fashion, Lifestyle
Services
Paid Media
Team
ECommerce Marketing
Summary
Dagne Dover, an online bag company, achieved 4X ROAS with Google Smart Shopping campaigns.
Goal
Maximize advertising spend in an efficient way.
Solution
In preparation for the holiday rush, an online handbag company Dagne Dover was looking for an efficient way to maximize its advertising spend. Together with their agency partner, Mason Interactive, the brand launched Google Smart Shopping campaigns that brought 4X ROAS over two months.
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.
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.
4X
ROAS
67%
CVR
–15%
CPA
The Results
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.
“The Mason team understands our business goals and works closely with us to ask the right questions. With the enhancements made to our Smart Shopping campaigns strategy, we were able to expand our reach, sales and increase profitability over the extremely competitive season. Automation, and the ability to run ads across Google’s entire network throughout the consumer journey, made the solution an excellent addition to our holiday strategy.”
