Contents of the case
Initial data
Whole works
- /01 Increasing the volume of daily orders during the off-season and preparing for peak holiday demand
- /02 Maximizing reach among the target audience looking for unique gifts for women
- /03 Reducing the cost per acquisition (CPA) by optimizing your product feed on Shopify
- /04 Increasing the average transaction value by focusing on gift sets (roses + chocolate)
- /05 Setting up a robust analytics system to track the profitability of each product category
Issues and general strategy
The main challenge of the project was the highly seasonal nature of demand and significant competition from major flower marketplaces in France. At the start of the project, the client had a stable Shopify store, but their advertising campaigns were yielding inconsistent ROAS, and the customer acquisition cost (CAC) on non-holiday days was too high. We needed to find an approach that would generate orders not only for Valentine’s Day or Mother’s Day, but also for gifts on birthdays and anniversaries.
Project Status Before Work Began
- Mixing products with different profit margins in a single campaign (e.g., single roses and expensive gift boxes).
- Insufficiently optimized feed for Google Shopping: product names did not contain keywords that users search for when looking for gifts.
- Lack of active remarketing efforts for users who viewed products but did not make a purchase.
Proposed Strategy
We developed an “emotional selling” strategy, shifting the primary focus from the product itself to solving the problem of choosing a gift. The strategy was based on deep segmentation of the feed in Merchant Center and the launch of smart Performance Max campaigns that used video creatives showing the unboxing of eternal roses and chocolate sets.
What has been done
Optimizing the Product Feed on Shopify
We completely revamped the product attributes. We added emotional and descriptive keywords to the titles and descriptions. This allowed Google Shopping to display our products more frequently in search results related to gift ideas, rather than just based on the names of flowers.
Segmenting campaigns by strategic value
We divided the advertising campaigns into three tiers:
- Eternal roses under a dome and teddy bears with roses (highest demand).
- Gift sets with chocolate (high average order value).
- Customizable products, which have the best customer retention rate.
Using Performance Max with a focus on creative
Since gifts are a visual product, we utilized as many graphic elements as possible. Separate ad groups were created for men and women. We added a “wow” video to highlight the advantage of eternal roses—their ability to remain fresh for years.
Setting up dynamic remarketing
Thanks to integration with Shopify, we set up personalized remarketing. A user who viewed the red rose under a dome saw exactly that rose in ads over the next few days. Additionally, we emphasized “Livraison en 24h” (24-hour delivery), which is a critical factor for those choosing a gift at the last minute.
Localization and Audience Targeting
We targeted French-speaking regions with high purchasing power. We paid special attention to excluding non-targeted traffic from general searches for low-quality artificial flowers, focusing the budget on an audience that values premium presentation and French quality.
Results
Thanks to extensive optimization of the product feed on Shopify and a focus on the emotional appeal of our ads, we were able to significantly improve our return on ad spend. Using Performance Max allowed us to reach audiences at every stage of the funnel—from searching for gift ideas to the final checkout.
The “24-hour delivery” strategy proved particularly successful, serving as a key trigger for closing deals. We achieved steady sales growth even during periods between major holidays, establishing demand for eternal roses as a universal gift for birthdays and anniversaries.
| Options | At the start of the project | After 5 months | The difference |
|---|---|---|---|
| Impressions | |||
| Impressions | 310000 | 680000 | +119% |
| Clicks | |||
| Clicks | 5100 | 14300 | +180% |
| CTR | |||
| CTR | 1,65% | 2,1% | +27% |
| CPC | |||
| CPC | €0,68 | €0,55 | -19% |
| Conversions | |||
| Conversions | 92 | 247 | +168% |
| Average bill | |||
| Average bill | €48 | €59 | +23% |
| ROAS | |||
| ROAS | 340% | 580% | +70% |