CLAUDIE PIERLOT: Boosting Conversions by 120% with an Ongoing Performance Max Strategy

Challenge

Increase purchase levels and maximize digital sales revenue

Fashion brand Claudie Pierlot sells clothing and accessories at more than 200 points of presence in 18 countries. Claudie Pierlot wished to increase their purchase levels and maximize revenue by implementing a new campaign structure, as their previous structure resulted in delivery lags during the crucial first days and main target hours of Performance Max campaigns.

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Approach

Optimizing a custom campaign structure

Claudie Pierlot updated its custom labels in Google Merchant Center, with one for full-price, best-selling items and the other for discounted items. After a comprehensive review, fifty-five proposed a new Performance Max campaign structure for Claudie Pierlot, adding a new asset group for each commercial operation (encompassing wording and visuals) and using the custom labels to switch items between full-price and discounted statuses. Allowing for better data accumulation and analysis, this structure was then deployed across 13 countries. By enabling Google AI to capitalize on campaign history, this ongoing Performance Max strategy highly improved media efficiency, demonstrating an increased delivery from the beginning of each new commercial communication and strengthened performance.

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Results

Improvements on key metrics and stable ROI

Claudie Pierlot saw marked performance improvements compared to the last period, with +217% impressions on ads, +120% conversions, +194% traffic on its website, and +191% in revenue. ROI stayed stable at 4.49 for a +297% increase in investments and the new structure was permanently adopted by Claudie Pierlot.

^{*11/01/22-01/31/23 vs 08/01/22-10/31/23}

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