ECOMMERCE / GOOGLE SHOPPING OPTIMISATION

PRINCESS POLLY (LOCAL CAMPAIGN)

Australian-born global fashion brand improving Google Shopping profitability through feed optimisation, structured Performance Max campaigns, and conversion-focused UX improvements.

📌 Brand Snapshot

Industry: Fashion eCommerce
Market: Australian Shopping campaigns
Focus: Google channel profitability
Goal: Improve Shopping ROAS & reduce CPA

Highly competitive fashion keywords
Generic product feed structure
Over-reliance on Meta ads
Opportunity to scale Google channel profitably

🚧 Challenges & 🧠 Strategy

Challenges

High CPCs in competitive categories
Under-optimised product titles
Blended PMax campaigns lacking structure
Product page friction impacting conversions

Strategy

Optimise product feed titles with intent keywords
Structure Performance Max by margin tier
Implement search term pruning
Improve product page UX & clarity

⚙️ Execution

Product feed restructured with intent-driven titles

Performance Max campaigns segmented by margin tiers

Search term exclusions implemented for efficiency

Product page UX enhancements tested and deployed

📈 Results (5 Months)

Shopping ROAS: +41%

Cost per acquisition: -29%

Google channel revenue: +54%

Bounce rate: -18%

Want stronger Google profitability like Princess Polly?

We help eCommerce brands optimise Shopping feeds, improve ROAS, and scale Google channels profitably.
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