For the Bompard account, we recently achieved encouraging results on Google Ads: a 246% increase in revenue on this platform. So we thought we’d share our strategy and learnings with you.
Mission Context
Bompard is a renowned French brand specializing in high-end cashmere. With a reputation built on the quality of its products and an elegant, timeless design, the brand enjoys a leading position in its market.
In 2024, Bompard is initiating a strategic shift with a new brand platform. The goal? To attract a younger clientele while maintaining its premium DNA. And of course, to perform well in the 4th quarter, a crucial period for the cashmere sector.
In this context, the main challenge was to strengthen customer acquisition by leveraging Google Ads.
Solutions Implemented on Google Ads
To maximize brand visibility and attract new customers, several actions were taken:
Search Campaigns Structured by Product Category
Acquisition campaigns on the Search network were already in place, but their structure was optimized. By segmenting campaigns by product category, the goal was to maximize the quality score of keywords and ensure optimal matching with the e-commerce site’s product pages.
Google Shopping and Performance Max Campaign
Google Shopping is an essential channel for e-commerce. To fully leverage it, a Performance Max “feed only” campaign was set up. Using the account’s main Performance Max campaign, which had been active for several months, was a key success factor. Excluding the brand allowed for budget optimization and focusing efforts on acquiring new customers. This approach enabled:
- Minimizing the learning period for algorithms
- Leveraging the history of data accumulated on the account
- Excluding the brand to transform this campaign into a true acquisition lever
Not familiar with PMax campaigns? Discover what Performance Max is and how to launch your first campaign.
Results Achieved on Google Ads
The implemented approach generated encouraging performance in just three months:
- +246% increase in net revenue
- +94% ROAS (Return on Ad Spend)
- -49% Cost per Conversion
- -49% COS (Cost of Sales on Revenue)
This significant growth allowed Eric Bompard to optimize its customer acquisition while boosting its overall performance.
The Recipe
Data Exploitation and Continuous Optimization
The success of this strategy relies on intelligent use of available data. By capitalizing on the account’s performance history, we were able to refine parameters and adjust campaigns based on results.
Segmentation and Brand Exclusion
Excluding the brand in the Performance Max campaign played a key role in dedicating the entire budget to pure acquisition. This strategy allowed for accelerated revenue growth without cannibalizing organic sales.
Importance of Timing and Seasonality
The 4th quarter is the peak period for the cashmere market. Anticipating this seasonality and calibrating campaigns according to demand peaks contributed to improving performance.
Conclusion
The Bompard example shows how a well-executed digital strategy can boost a brand’s performance. If you also wish to energize your digital acquisition strategy, contact us to discuss your needs. When mastered, Google Ads can become a true growth engine!
