Case Study: Need Supply Co.


With Adlucent,  Need Supply Co. Achieves 214% PLA Revenue Increase

In-House Challenges with PLAs

Despite minimal information and best practices available on the new world of PLAs, the Need Supply Co. team
set up and tested an initial Google Shopping program in-house. They were, however, disappointed to find they were not achieving the anticipated impressions and exposure.

The team was concerned that their feed was not set
up correctly, and they were having difficulty ensuring that appropriate products showed up for specific search queries. With the in-house team already stretched thin managing their core digital marketing programs, they turned to Adlucent for help with PLAs.

Shifting Traffic to Optimize Reach & Return

Building on the intent-based targeting foundation, the team then re-launched their PLA program, yielding tremendous results.










To further optimize the program, Need Supply Co. focused on three core strategies when deciding where to focus traffic:

1. Highlight top site sellers: data mine Need Supply Co.’s website analytics and focus on top site sellers as an indicator for PLA success.

2. Feature exclusive items: strategically leverage exclusive merchandise to win in a price-competitive marketplace.

3. Feature new merchandise: reinforce Need Supply Co.’s brand as a fashion-forward, trend-leader and raise their overall visibility.

Showing Up for the Right Customers

The team also noticed that top performing text ad queries were not driving significant PLA traffic. By analyzing the product feed, the team found that the existing product titles and descriptions tended to represent inventory- based information, and were not optimized for intent.

With Adlucent's capability to combine query and feed management data, the team was able to quickly and easily update product titles and descriptions to include top text ad queries and rich product descriptors. This change resulted in a 261% increase in impressions, as well as a 360% increase in clicks month-over-month.

Building a Strong Targeting Strategy

To improve efficiency and results, the first job was to create a multi-level, intent-based targeting strategy
-- one that mapped consumer intent and search queries to Need Supply Co.’s merchandise at cascading product levels.

With Adlucent, the team was able to gather and analyze consumer intent data and create over three thousand new, relevant product targets, all within a few days.

This enabled Need Supply Co. to show the right products at the right time, and allocate spend appropriately.

Extending the Value of Demand Intelligence

Need Supply Co. could see that this new channel was also a source of timely and useful business information on what was selling in their market.

Combining the power of the Google Shopping PLA channel and BuyerPath™, the team could now easily:

• Test price elasticity

• Uncover gateway products that bring buyers to their store but may not be the ultimate product purchased

• Provide immediate feedback to their buyers on items that were selling in large quantities

Today, Need Supply Co. is set up to fully leverage their PLA program strategically – matching their exclusive product line with buyers seeking hard-to-find items, and getting ahead of their competition by bringing the latest in style and design to their loyal followers and new, potential buyers.

About Need Supply Co.

Based in Richmond, Virginia, Need Supply Company is a boutique and eCommerce site that sells apparel, shoes and accessories created by contemporary designers and independent labels from the US and abroad. The Need Supply Co. stock includes hard-to-find, high-fashion items that draw a loyal following of buyers who seek out unique brands and products. These buyers want to know about limited runs of merchandise that often sell out fast.

Need Supply Co.’s digital marketing team wanted to reach more buyers who are in search of exclusive products, and felt that the Google Shopping Product Listing Ads program would be a good fit.

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Michael Griffin

Founder & CEO

As the founder of Adlucent, Michael brings over 12 years of experience in strategic search engine marketing (SEM), bid optimization, consumer demand intelligence and retail analytics.

Michael is a leading thinker and innovator in retail SEM and drives the technology and overall business strategies for Adlucent.

His first venture into the online retail space was in managing paid search for where he helped grow revenue by 300% year-after-year eventually becoming Amazon's largest worldwide partner in search.

Michael built Adlucent as a bootstrapped company and has grown it into a profitable business accustomed to achieving 75-100% year over year growth. Adlucent's growth has been highlighted in the Inc. 500 and the Austin Business Journal's Fast50 listings, and the company's culture has been honored as an AdAge Best Place to Work and an Austin American-Statesman Top Workplace.

Michael is frequently tapped as an expert on the strategies that foster high converting online traffic to drive successful e-commerce. An active member of the Research Committee, Michael participates in driving industry research and sharing results with retailers. Michael's work and perspective have been featured in major media outlets, including The New York Times, Inc. Magazine, the Search Insider and TechCrunch.

Prior to founding Adlucent, Michael attended the University of Texas at Austin pursuing a PhD in analytical chemistry where his thesis focused on advanced analytics for medical diagnostics. Michael is the recipient of the prestigious Watson Fellowship and received his BS degree from Davidson College.


Ashwani Dhar

Chief Client Officer

Ashwani Dhar is an experienced executive, entrepreneur and venture capitalist bringing sales, marketing, business development, and funding experience to Adlucent.

At Adlucent, Dhar is responsible for customer acquisition and overall client success.

During his tenure, he has expanded the company's customer base five-fold while achieving an industry-leading client retention rate. Ashwani has been also responsible for Adlucent's positioning and go-to-market strategy. He pioneered an innovative performance-based model that aligns Adlucent's compensation with its clients' success.

Prior to Adlucent, Dhar was responsible for revenue generation, market positioning and the ultimate business success for successful startup companies like Iconixx, Agea and Trilogy. Ashwani also founded and managed DC International, an international consulting company that focused on the emerging markets of Latin America.

Dhar began his career in strategic consulting for healthcare clients with APM and technology & operations consulting with Andersen Consulting (now Accenture). Dhar also served on the Board of Directors for Bigfoot Networks, Robot Genius and Perception Software through investments from his venture capital firm Venio Capital Partners.

Graduating from the Jerome Fisher Program for Management & Technology at the University of Pennsylvania, Ashwani earned a BS in Economics from the Wharton School and a BSE in Electrical Engineering from the Moore School. He also holds an MBA from Harvard University.


Tim Ozor

Vice President of Engineering

Tim has over 25 years experience designing and developing high performance software machinery. Tim leads all technology development and operations in the role of VP of Engineering.

Tim's responsibilities also include all data integration, tracking, reporting and analytics utilized by Adlucent.

Since joining Adlucent, Ozor has driven the development of Adlucent's leading edge BuyerPath™ application and analytics platform, which is being utilized to effectively and efficiently manage millions of keyword and product ads for some of the largest online retailers in the world.

Tim's body of work includes Unix operating system development, object oriented middleware design and large scale Web application architecture. Ozor was instrumental in the development of Austin-based Vignette's ground-breaking content management system which served as the core product for Vignette through its IPO and eventual sale to Open Text. Tim was one of the first developers on board at Vignette and was employee 15 at what came to be one of the most successful IPOs in the Austin high-tech industry. Prior to Adlucent, Ozor led the design and development of the highly acclaimed National Transcript Center, which provides a secure electronic trading system for the exchange of student transcripts.

Tim received his BS degree in Computer Science from Clemson University in 1986, and has been committed to achieving higher and higher levels of software mastery ever since. When he is not building industrial strength software, Tim enjoys windsurfing, rock music, and maintaining the lowest carbon footprint and body fat levels possible.


Brian Vogel

Head Coach - People & Culture

As Head Coach, Brian’s charge is to guide managers and Adlucites to their full potential. With 20+ years of experience as a HR executive and NCAA Division I Athlete and Coach, he instinctively relies on his vast experience in leadership development in business and athletics to bring forth leadership and business enablers.

Prior to joining Adlucent, Brian held various HR executive leadership positions at Verizon and USAA. More recently he led the HR functions at Austin-based FirstCare Health Plans and Campus Advantage. He played a pivotal role in the merger of Bell Atlantic and GTE to form Verizon, one of the five largest mergers in the 1990s. During the merger he directed team of 10 employees who orchestrated placement and /or displacement of 6,000+ staff. In subsequent roles key accomplishments included implementing a third party HR administrative solution valued at approximately $750K annually at Campus Advantage and instituting scientifically based recruiting processes resulting in a 33% improvement in average time to fill for key positions as well as a 20% reduction in turnover. He has also served as a Senior HR Consultant for vcfo and currently maintains his own business performance coaching practice ~ Sundog Coaching Group.

He holds a bachelor's degrees in business administration from University of Notre Dame where he concentrated in Marketing and was co-captain of Men’s Swimming and Diving team. He also has a master's degree in business administration from the University of Illinois where he concentrated in Human Resources at the nationally renowned School of Labor & Employment Relations.

When not coaching, Brian spreads his free time between trying to stay fit doing CrossFit and mountain biking, enjoying quality time with his two daughters Gracie and Elle, and serving as a business consultant to Little Helping Hands, the renowned Austin non-profit he helped found with his wife, Marissa.