I Saw It First | Pay Per Click
 

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The Challenge

I Saw It First is a successful fast fashion e-retail founded by Jalal Kamani (Boohoo co-founder) based in Manchester. Fast fashion is all about performance, churn and agility, and we were tasked to optimise and acquire more growth on their pay-per-click channels, the most important one being Google Shopping. After auditing the account, we discovered that it needed an entire rebuild from feed, to labels, campaigns and more. And all of it needed to be executed without impacting sales.

our Objectives

  • Gradually restructure the entire Google Search & Shopping account without impacting sales

  • Increase ROAS by at least 50% within 3-months

  • Zero negative impact on sales during the overhaul

  • No use of automated tools, platforms or feed optimisers to clearly understand the baseline

The Strategy

Crucial to Google Shopping campaigns it’s their foundation: the feed from the website. We started by reviewing all fields, labels, title structure, and more based on the products, website and CRM jointly with the client. Secondly, we added granularity to the information contained within the feed. Granularity allows Shopping campaigns to be carefully optimised. For example, under their ‘Women Tops’ category, they had subcategories that were underperforming. By breaking down these subcategories and adding them into single campaigns (and later on even further!), this allowed us to completely understand how best to optimise bids or even feedback to the client on product performance. This is an important exercise: understanding a baseline without using automated tools. This manual and granular approach, by reading and “feeling” the pulse of the campaign, is the only way to make correct and precise decisions that ultimately led to a success.

Initial Performance Review

  • After the initial 2 months, ROAS increased by 82%  largely exceeding the already ambitious target of 50%. This was a immense challenge to complete a full restructure without affecting sales performance

  • At month 6, ROAS is consistently above 200% in comparison to the starting point.

  • This quick and sustainable revenue growth is allowing the brand to expand on channels faster

 
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