The brand offers underwear collections for women who have undergone breast surgery.
Cécile, founder and winner of a first-person battle against the disease, knows better than anyone the needs of these consumers, as well as the most appropriate solutions. In 2016, she launched her own collection of swimwear and intimate lingerie specialized in post-operative.
After just a couple of years, the French brand had doubled the sales of its online business, expanded its product range and in 2019 is preparing its ecommerce for the international market.
After raising crowdfunding, the founder has made a firm commitment to the digital channel to generate traffic and transactions in the new online store, give visibility to her brand and amplify the sales of her boutique in the central Parisian XIII arrondissement.
The aim was to boost customer traffic in the Paris store and to open a direct sales channel with customers through the online store, with deliveries throughout France.
With an initial media budget of €1,500 per month, the expectations were to achieve at least a 500% ROAS (Madame Pasquinelli is a CFO by profession).
One of the challenges the brand faced was competing in a crowded sector with large online retailers such as LaRedoute, Un Coeur de Femme, 3Suisses and, of course, Amazon itself.
After an analysis of search demand and a study of the market, the recommendation was to bet on Google Shopping, in synergy with other PPC campaigns, for which several fronts were worked on:
The product feed had to contain all the information about the products for sale. In addition, their titles and descriptions had to contain the important keywords.
This is one of the most complicated parts of the set up of a Shopping campaign, as the file needs to be flawless and 100% compliant with Google's requirements (in this case clothing and accessories products) before uploading it to the Merchant for approval.
In order to play around with different bids, since not all products are worth the same, instead of setting up one ad group and that's it, I made an effort to create several ad groups based on margins, profitability and popularity of the product inventory. I also created several campaigns, including one dedicated for branded searches and one for other terms.
Products were segmented with custom tags and this information was added to the product feed.
The idea was to increase the chances of occupying more Shopping boxes in the search results, especially for the most profitable products.
To do so, we collaborated with an alternative provider of Google Shopping campaigns, reducing CPCs and increasing the share of visibility in paid results for merchants.
Once the product feed for France had been created, the hardest work was done, and French feeds were also created for Belgium and Switzerland. A German feed was also created for Switzerland.
Brand exposure in Google Shopping checkouts during testing in these markets succeeded in generating B2B opportunities with a local distributor.
I avoided experimenting with Smart Display campaigns to maintain some control over these Shopping campaigns until I could demonstrate a more solid return.
Instead, I let the campaigns learn automatically and implemented automatic bidding strategies (ROAS) that have demonstrated excellent performance and gradually strengthened the return obtained to 500% and more.
These strategies are delicate and only make sense on specific occasions, as they can generate costs and lower the quality of the account. They are only justified when these disadvantages are offset by good performance in terms of sales.
In the tests, competitor keywords converted at a similar rate to generic campaigns for lingerie products, and allowed immediate visibility and sales, gaining market share from competitors.
A refined remarketing program - effectiveand non-intrusive - aimed to reengage customers in the buying process, encouraging them to return to the website.
The various audience segmentations allowed the use of bid multipliers according to the user's different signals.
Remarketing ads impacted search (RLSA), display (remarketing), and social media (Social Media Ads).
