Dominating the catwalk and the carousel: How a British fashion brand smashed their Google Shopping glass ceiling

The challenge

#OOTD: A glass ceiling of growth using Google Shopping

Despite rapid international growth, Oh Polly were struggling to develop their spend on Google Shopping without jeopardising their ROAS. Restrictions on Oh Polly’s ad spend were preventing the brand from bidding more to compete with fast fashion rivals on the Google Shopping carousel, causing them to fall behind in each auction.

Keeping up with constant bid changes (and the performance analysis of data from relevant variables) was proving to be extremely time-consuming with over 11,000 SKUs. 

However, Google Shopping cut off access to Oh Polly’s Shopping data, leaving them in the dark about how and where their budget was being spent, or which search terms were winning the brand profitable conversions. 

The solution

Dressing up with machine learning: always on and always learning, enabling profitable bidding sweet spots

Bidnamic’s technology analyses the performance of your bids at a granular level, calculating each SKU’s bidding sweet spot and adjusting the bid to match. Constant analysis and unlimited adjustments enabe our clients to compete for influxes of traffic.

Bidnamic’s approach redirects extra spend from overbidding to your most profitable converting search terms, winning the carousel’s top impressions and the 66% of purchase-ready traffic who click the first tile irrespective of price.

Our in-house development, Targeted Search Terms (TSTs), identify search terms performing extremely well and bid more aggressively to appear higher for purchase-ready traffic, enabling our clients to target keywords on Google Shopping again. 

Finally, our Client Success managers schedule weekly one-on-one calls, to feedback performance and provide expertise and advice on ecommerce strategy extending beyond Google Shopping.

The results

Oh Polly grows revenue 661% YoY on Google Shopping with Bidnamic’s automated bidding tool 

Whilst Oh Polly maintained a strong performance and healthy ROAS prior to joining Bidnamic, the brand has since benefited across revenue, spend, and visibility amidst solid competition in a saturated market.

Oh Polly gained rapid results, seeing revenue grow 661% and conversion rate increase by 24%, with 457% more clicks. Following this impressive growth, Oh Polly raised their initial monthly target ad spend by 670%, having been able to grow their spend 801% YoY.

Within their first three months with Bidnamic, Oh Polly were able to double their “best month on Google Shopping''. Bidnamic provided Oh Polly with full access to their priceless search term data to reuse across their social-first approach, driving multichannel growth.

Pairing our machine learning with human thinking, Bidnamic have enabled rapid growth for Oh Polly, with invaluable data insights to boot.