PPC Case Study

Smart Shopping Campaigns Increased Our Client Mavi's Revenue by 175% in Just One Month

Mavi, one of the leading brands in the jeans sector, is an international brand for fashion and accessories that takes its power from its denim roots. Mavi adopts the philosophy of "Perfect fit" and has a customer-oriented strategy that provides strong pricing, segmentation and product differentiation with its effective communication strategy and reputable brand positioning. We wanted our client to reach their potential customers and increase revenue, by using Google's Smart Shopping product for their paid search marketing efforts.

Goals

  • Increase reach while reducing cost
  • To increase revenue from sales

Approach

  • Smart Shopping campaigns were implemented
  • Maximizing the number of conversions was adopted

Results

  • 50% Reduction of CPCs for Shopping campaigns
  • 175% increase in revenue by using Smart Shopping
  • Minimizing time spent on manual optimization

What We've Done


Known as a lifestyle brand that has a say in the global fashion world, Mavi reaches consumers in more than five thousand sales touch points and 425 stores in 35 countries across the world. Embracing a customer-focused strategy, we wanted Mavi to bring their products and their extensive fashionable and trendy collections to their existing customers, and attract new consumers who would love their products.

Prior to the launch of the Smart Shopping campaign, Mavi and our Kubix Digital account management team focused on feed optimization. On the feed side we organized product titles and descriptions, and divided the campaigns into granular product groups. With this strategy the performance of our Shopping campaigns had already improved - however, in order to achieve a maximum of sales and revenue from these campaigns, we decided to try Google's Smart Shopping product for Mavi's Shopping campaigns.

Working together with our team, the campaign has adopted the bidding strategy to maximize the number of conversions. With the launch of Smart Shopping, Mavi has combined all of its existing product feed and items with Google's machine learning. Users who search products with an optimized product feed have reached an area in which they can directly see Mavi's products displayed.

What We've Achieved


Thanks to machine learning, the clicks and conversions maximized. With a decrease in cost per click and an increase in conversion rates, it clearly showed that machine learning has optimized the campaign the way we wanted it to be. In just one month-time, the costs increased 44% and cost-per-click decreased by 50%; while the revenue from sales increased by 175%. Additionally, clicks increased by over 200%.

An optimized feed, working with the goal of maximizing the number of product releases and conversions in the larger inventory, plus machine learning, was the key to success in this campaign.

Our team now also had the time to focus more on the strategy for Mavi, and was able to minimize the time spent on manual optimization compared to the Smart Shopping model.

We are working with Kubix Digital now for more than 6 years. With their vision and them following technological innovations, testing and measuring return on investment, we have reached an important place in our performance marketing strategy. By testing out Smart Shopping campaigns, we have increased our return on investment and used our budget more efficiently.

Önder Çakar
E-Commerce Performance Marketing Manager, Mavi

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