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With an objective of improving return on investment (ROI) on their Shopping campaigns in Europe, the Parfums Christian Dior and Google Shopping teams developed a new Shopping campaigns strategy. The initial phase was to review the performance of their existing campaigns, particularly their ROAS targets and results. Next, they identified the most relevant optimisation opportunities to achieve the company’s marketing objectives.
Leveraging the Google Shopping team’s knowledge of Shopping campaign optimisation, Parfums Christian Dior focused their strategy on Smart Shopping Campaigns where they could use automation and showcase their most relevant products and categories in Shopping Ads, in very specific target markets. After two months of testing the strategy in selected markets, they launched their first Smart Shopping Campaigns across Europe in April 2020.
JULIA URRUZMENDI, TRAFFIC ACQUISITION MANAGER AT PARFUMS CHRISTIAN DIOR UK & IRELAND
Growth in online revenue from Shopping campaigns YoY
Increase in ROAS from Shopping campaigns YoY
Download the PDF to see more details on how Parfums Christian Dior partnered with the Google Shopping Team to develop a new Shopping campaigns structure.Download case study
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