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Independent, contemporary fashion retailer drives rapid online growth with high ROAS though Google Shopping

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Impact in Numbers

3.7K SKUs

62% Revenue Growth

39% ROAS growth

 

The scoop

Proudly independent operation providing contemporary men’s fashion, lifestyle & homeware

The Union Project was founded by Chris and Max in 2013 as a proudly independent operation providing contemporary men’s fashion, lifestyle and homeware. The Union Project is self-funded, self-initiated, and the exponential growth of the business is a testament to their success in evolving the shopping experience for customers both in-store and online.

Bidnamic’s partnership with The Union Project started in May 2019 and has helped deliver their ongoing success with Google Shopping.

 

The challenge

The Union Project needed to increase visibility on their wide-ranging catalogue while maintaining a strong ROAS

Like many retailers, The Union Project was up against big brand retailers who had the upper hand on Google Shopping. The Union Project sells well-known brands such as Carhartt and Stussy – high ticket products which typically take more clicks per sale, so it was important to get consistent visibility at each stage of the customer journey. 

They needed a solution that would ensure every product in their catalogue was continually in the sweet spot of bidding and at the optimal price for every search. With over 5000 SKUs this was impossible to do manually: Google Shopping has simply gone beyond what a human can manage.

COVID had a big impact on strategy in 2020, increasing the urgency for Google Shopping to provide a dependable base for ongoing investment in the growing business.

 
 
 
 
 

Bidnamic helped The Union Project use Google Shopping to establish a really solid ecommerce foundation for our business. One of the most impressive things is how the machine learning platform can identify strong buying intent at an SKU level, which is information we can utilise in other channels.

Max Shaw

Co-Founder and Director

 

The solution

Using machine learning to drive broad search traffic at a lower CPC, whilst bidding aggressively on high intent terms

Bidnamic created a strategy for The Union Project with the aims of increasing traffic, decreasing the cost per click, and improving ROAS. To achieve this, Bidnamic uses machine learning to redistribute ad spend, with a focus on only bidding aggressively on ‘high-intent’ terms that were most likely to convert into a sale.

Bidnamic’s ‘machine learning, human thinking’ approach monitors what is trending and which search terms are most profitable at different times. In early 2020 this was particularly vital, as there was a surge in online shopping while the high street was closed.

The results

‘Machine learning, human thinking’ approach increased Google Shopping revenue by 62% in just 6 months

In 6 months Bidnamic was able to improve revenue by 62%, in Q2 2020 there was a 25% increase in clicks and a 42% increase in impression share. This was largely down to Bidnamic’s AI reacting to increases in traffic for certain products and automatically adjusting the bid price so that product was more visible. 

Our customer success team has built a strong relationship with The Union Project, and has weekly calls to discuss performance, budget, and ongoing strategy.

 
 
 
 
 
 

The Bidnamic 2021 Google Shopping Playbook - Fashion Edition

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