Dune London teamed up with NMPi to boost its Google Shopping revenue by 72%

The Goals

Drive year-over-year revenue growth through Shopping campaigns while improving return on ad spend
Maximize time savings by using Search Ads 360 data-driven attribution and bid automation

The Approach

Refined Shopping campaign segmentation structure by deploying Search Ads 360 adaptive shopping
Applied a comprehensive set of search labels to cover main campaign types
Implemented data-driven attribution alongside return on ad (ROAS) spend smart bid strategy

The Results

80% increase in traffic and 84% increase in sales for Shopping campaigns
72% growth in Shopping campaigns revenue
44% improvement in ROAS for Shopping campaigns

Growing revenue through Shopping campaigns

Dune London is one of the UK's leading accessories and footwear brands, best known for its trendy offerings and accessible price points. Together with the international digital agency NMPi, Dune recently stepped up its paid search strategy in the highly competitive fashion footwear market.

Realizing that over 25% of customer conversion paths experienced more than one touchpoint and over 50% of sales involved at least one interaction with Google Shopping campaigns, Dune and NMPi concluded that last click was undervaluing those campaigns.

At NMPi, we use Google Search Ads 360 because features like data-driven attribution make it easy for us to implement market-leading strategies with our clients, like Dune London. Combining algorithmic bid strategies with intelligent attribution helped us achieve unprecedented success through Google Shopping. It also streamlined our workload, allowing us to assign resources to the areas where human curation matters the most.

Andy Warby, Account Manager, NMPi

Applying search labels

NMPi got off on the right foot. It refined the structure of the Dune Shopping activity by segmenting the campaigns by device, product type, and traffic volume. In addition, the entire Dune paid search account was labelled with five channel groupings that aligned to Dune’s digital business measurement goals: Brand, Brand-Generics, Generics, Product, and Shopping.

As a business, a priority for 2017 was to drive revenue from new customers at the top of the search funnel. I've been very happy with NMPi's approach, using data-driven attribution within Search Ads 360 to more accurately measure and optimize our Shopping activity to capture these users.

Mark Blenkinsop, Head of Performance Marketing, Dune

Utilizing data-driven attribution

With those five channel groupings, data-driven attribution in Google Search Ads 360 was set with rules in place that automatically applied the channel grouping labels to newly created campaigns. Now Dune could be confident of the right campaign segmentation, comprehensive channel grouping, and insights from Search Ads 360’s data-driven attribution. The final step was to set a return on ad spend smart bid strategy to deliver 44% ROI improvement year-over-year for the Dune Shopping activity.