Contents of the case
Initial data
Whole works
- /01 Increasing a steady stream of orders through the website's shopping cart
- /02 A business with a high average order value and a return on ad spend (ROAS) of over 500%
- /03 Boosting sales during seasonal collection updates and sales
- /04 Proper setup of conversion tracking for premium products with a longer decision-making cycle
- /05 Removing unofficial retailers and resellers from search results for brand-related queries
Issues and general strategy
The main challenge in the premium fashion retail niche is the combination of high cost-per-click and a long decision-making cycle. At the start of the project, the majority of orders came from direct traffic, and advertising campaigns were not fully leveraging the product range’s potential. There was also intense competition from multi-brand marketplaces and “gray market” resellers who were dumping prices.
Project status before work began
- Ad campaigns ran without segmentation by category.
- The product feed did not include color and material attributes, which are critical for search.
- There was a lack of active engagement with the audience that was already on the site but had not completed a purchase of a premium product.
Proposed strategy
We developed a multi-level strategy based on “protecting” the brand and aggressive scaling on Google Shopping. The main focus was on demonstrating the premium nature of the products and emphasizing the store’s official status.
What has been done
Optimizing the product feed on Khoroshop
The Khoroshop platform allows for flexible management of product attributes. We carried out the following work:
- We added key parameters to the product titles: material (leather), collection model, and color. This enabled the system to display ads for highly specific search queries.
- For the ads, we selected the most aesthetically pleasing photos on a white background that meet Google’s standards and highlight the product details.
- We clearly defined categories for each product group so that the algorithms could find the target audience faster.
Performance Max Campaign Structure
We divided Performance Max into product categories with different profit margins:
- Bags. The highest-priority campaign focused on new arrivals.
- Wallets and accessories. A campaign for lower-priced items that often serve as gift ideas.
- Sale & Outlet. A separate group for discounted products, where the main advantage highlighted in the ads was the competitive price for the original brand.
Brand protection on the Search Network
For a premium brand, it’s crucial not to lose traffic to competitors. We launched a search campaign targeting brand-specific queries, which allowed us to:
- Always rank in the top position.
- Use ad extensions (structured descriptions, links to the “New Arrivals” and “Sale” sections).
- Highlight the official warranty and the availability of certificates.
Event-based remarketing
We set up dynamic remarketing to remind users of the bag models they had viewed. Since customers in this segment typically take 3–7 days to make a purchase, we followed up with ads emphasizing free shipping.
Results
The implemented strategy not only increased the number of orders but also significantly boosted the share of new customers who had previously purchased the brand’s products through multi-brand platforms. By segmenting by price categories and product types (bags vs. accessories), we optimized budget spending: funds were directed toward the highest-margin items, ensuring a high ROAS even during periods without global sales.
A key factor was the use of Performance Max in combination with brand protection, which helped address the user’s need for product authenticity and service from an official representative.
| Options | At the start of the work | After 6 months | The difference |
|---|---|---|---|
| Impressions | |||
| Impressions | 350000 | 815000 | +133% |
| Clicks | |||
| Clicks | 6200 | 15800 | +155% |
| CTR | |||
| CTR | 1,77% | 1,94% | +10% |
| CPC | |||
| CPC | 12,40 UAH | 10,80 UAH | -13% |
| Conversions (sales) | |||
| Conversions (sales) | 76 | 181 | +138% |
| Average bill | |||
| Average bill | 8900 UAH | 11400 UAH | +28% |
| ROAS | |||
| ROAS | 480% | 720% | +50% |