Made.com Italy successfully doubles PLA investment & reduces time spent on campaigns by 30%


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Target

Headquartered in London, Made.com is an online designer specialised in producing original furniture. Concerned about the number of middlemen taking a cut out of the high street and designer brand market, Made.com decided to create an online-only concept focused on producing beautifully made furniture at a price that suits its customers.

The online furniture maker has 3 main goals: save its customers money by cutting out middlemen and grouping orders to only manufacture exactly what is required; provide a unique furniture collection using the best craftsmanship; and give its customers peace of mind with real-time tracking and simple returns.

Wanting to spend more time on priorities other than paid search, Made.com was looking to scale its PLA investments and maintain the same level of profitability, all while decreasing the amount of time spent on feed and campaign management.

Solution and results

To do so, Made.com chose the Smart FEED solution for Google Shopping and entrusted Twenga Solutions with the optimisation of its campaigns for Italy on several levels:

  • RLSA lists were modified for a more sophisticated and granular structure, which consequently quadrupled their profitability when compared to standard lists.
  • Visibility was maximised for Made.com’s top-selling products by continiously optimising bids for each item based on revenue potential.
  • Budget was better allocated according to customer demand and modified on an hourly basis, according to changes in this demand. Made.com is now able to capture moments that matter with a >80% correlation between costs and conversions.
  • A new client acquisition strategy was defined – particularly on mobile – with the aim of maximising cross-device conversions and generating brand awareness.
  • Investment in Google Shopping campaigns was increased by 2 yet ROI remained stable.
  • Time spent on feed and campaign management – due to Smart Feed’s automated end-to-end solutions – was reduced by 30%, allowing Made.com’s teams to focus on other key priorities.

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“With the help of Twenga Solutions, we managed to scale up PLA – an important channel for us – without reducing ROI. This means we have successfully increased the number of new customers we are bringing to the website, while remaining efficient with acquisition costs”

– Lorenzo Calcagni, Head of Italy at Made.com

Prospects

Following the success of Made.com’s campaigns on Google Shopping with Smart FEED, the online furniture retailer has also turned to Twenga’s Smart BID solution for Google AdWords in Italy to further increase its ROI and decrease the amount of time spent managing its paid search campaigns.

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