Implementing a New Feed Optimization Strategy for an Established PLA Program
New Feed Optimization Strategy Leads to Triple-Digit Growth in Revenue
A leading fashion specialty retailer struggled to show for PLAs due to insufficient product titles. Their titles lacked brand names, gender, retailer name, and product descriptors. This is a common issue we see when taking on clients from other agencies. Feed management and optimization is listed as a huge challenge for brands, especially those with a large number of SKUs, high inventory turnover, frequent price and promotion changes just to name a few, but is often not a focus area, or even offered, by many agencies.
Utilizing our 62-step process for optimizing retail product feeds, our client was able to see an immediate lift in CTR, impressions, and revenue. Within the first three weeks after Adlucent began optimizing their feed, revenue increased 2.5x and traffic increased 3x.
Our first tactic was to create more robust product feed attributes. Product titles such as, “Colored Trim Tee,” which was a top selling product in stores but a PLA failure, was adjusted to include brand name, gender, retailer name, and product descriptors. The new title, “Dolce & Gabbana Color Printed Trim Tee at Retailer Name – Women’s Short-Sleeve Tee Shirts – Women’s Shirts” captured significantly more traffic that became more efficient over time, reducing wasted ad spend.
With our proprietary search and analytics platform, Deep Search, the team was able to automate the fashion retailer’s feed update process. With a product catalog that’s constantly changing, our automation of their feed update process ensured that new products were always included in the feed with fully optimized titles.
By the end of the quarter Adlucent more than quadrupled traffic 4x and increased revenue by 3.7x.
Adlucent’s methodology ensures that the right product appears for each query, and our client’s feed is updated daily, or even more often if needed, taking into account newly discovered queries and product sales data.
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, Amazon, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.