How Imperial Fashion found new global customers quickly

September 2019

By using automated techniques spanning the full funnel, the fashion giant doubles its ROAS.

Imperial Fashion was founded in 1978 in Bologna. Today the company produces 8 million ready-to-wear pieces per year. With a focus on entering into new strategic markets and fuelling international growth across 16 countries, they adopted automated techniques. Imperial Fashion’s goal was to increase brand consideration and maximise product sales by finding the right target audiences across all of Google’s properties.

Imperial Fashion was able to find interested new customers by combining multiple dimensions – such as queries, device, and location – in real time. Their approach spanned the full funnel and encompassed a host of automated tools:

Smart Bidding: Imperial Fashion embraced automated bid strategies using machine learning to optimise for conversions in each and every auction. They aimed to reduce the cost per acquisition (CPA) and increase the return on ad spend (ROAS), so they used Target CPA (tCPA) and Target ROAS (tROAS), as well as Maximise Conversions as their strategies.

Smart Shopping

These campaigns combined standard Shopping and display remarketing campaigns, using automated bidding and ad placement to promote Imperial Fashion’s products and business across Google networks.

Smart Display

These campaigns combined automated bidding, targeting, and ad creation to show Imperial Fashion’s ads in almost all formats across the Google Display Network.

Dynamic Search Ads

These ads used content from the Imperial Fashion’s website to target ads to searches. The team updated their catalogue and refreshed products weekly on the brand website, so when consumers searched using terms closely related to the titles and frequently used phrases on the site, Google Ads used those titles and phrases to select a landing page and generate relevant headlines for Imperial Fashion’s ads. 

Thanks to their tROAS strategy, Imperial Fashion doubled their overall ROAS. With Smart Shopping, they achieved a ROAS of 285%, which represented a 3.5-fold improvement over that of standard Shopping campaigns.

Based on the results, the company has decided to expand the strategy – especially Smart Shopping campaigns – to other export markets and brands. On top of automation, they also plan to keep working on a more full-funnel approach, carrying out video and display campaigns in new or uncovered markets.

For NiCKEL, omnichannel insights make for smarter optimisations