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.
, 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.
, 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.