Flipping performance up tenfold
50%
Global online sales growth YoY (period of the first 3 months of collaboration)
10x
Monthly gross profit between the first and third months of work (non-branded, with a 2x growth MoM)
2x
Clicks & impressions in free listings (worldwide)
Situation
Cloud Blvd is an Australian luxury lingerie brand founded in Sydney.
The brand offers a range of high-end lingerie, bridal lingerie, bras, women’s underwear, accessories, and sleepwear. Operating both online and from its flagship boutique in the Queen Victoria Building, the brand is known for its signature aesthetics that blends romance, elegance, and intimacy.
Over the last year, the brand has experienced a steady growth which allowed it to gain recognition in Australia but also abroad, and even to be featured in Vogue Australia.
Problem
Cloud Blvd performance on Google Ads was uneven and efforts were scattered across different markets, leading to fluctuations in sales performance and a profitability not always met. In short, increasing sales while making a profit was not possible.
Upon reviewing the account, it appeared that a clear account strategy was not present and that both the tracking and the product feed needed improvements.
Additionally, the account had to deal with policy limitations due to selling lingerie products - making it difficult to grow campaigns without triggering policy limitations.
Solution
The account strategy was revisited to focus on the core market first: Australia.
To begin with, the campaign structure was fully rebuilt:
Search & Shopping campaigns were built to advertise the different product categories, while separating key performing product categories from less strategic ones. Keyword research was performed to focus on the highest intent while excluding specific keywords (homonymous and/or irrelevant).
A Performance Max campaign was set as a retargeting campaign to complement the account structure rather than being used as the main campaign type like before.
In parallel, the product data feed was reworked from A to Z by:
Improving and enriching the product data directly in the CMS (Shopify).
Migrating to a new feed management tool more suited.
Improving the Google Merchant Center account and store quality.
Lastly, Google product listings were optimised to have:
Shopping listings adapted to boost ad performance
Free listings adapted to control brand image and maximise organic impressions and clicks
Improving the product listings appeal
Using Shopify and Channable, we created an automation allowing the Cloud Blvd team to build and optimize their free listing images. By dropping one or several image files into a dedicated Shopify section, the selected product free listing would have its primary and/or additional images changed.
Key benefits:
ensuring brand safety
allowing listing optimisation and real time check
fighting creative fatigue by refreshing assets depending on season, collection, and new images available
Result
Cloud Blvd key indicators quickly turned green within the first month of management and at the end of the third month, non-branded gross profit grew 225% compared to the previous period.
In the third month of collaboration, the gross profit from the non-branded campaigns was already reaching the second highest level over the past year. The highest profit recorded being in February, during Valentine’s day a peak moment, the Google Ads account already exceeded expectations.
Cloud Blvd is now well positioned for the Black Friday season, planning its expansion to other markets and reinforcing its website based on findings from the collaboration.
Harry Matthews
Founder - Cloud Blvd
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