Moda in Pelle | PPC Amazon Ads Halo Effect

For those with only 30 seconds, this is what we achieved:

  • Increased CVR by 63% across Google Ads
  • Increased revenue by 70%
  • Delivered a ROAS uplift of 57%

Who is the client and why did they come to us?

Client: Moda in Pelle
Industry: Fashion
Territory focus: UK
Target customers: Amazon Prime Day shoppers with high purchasing intent

Moda in Pelle is a leading womens footwear brand with 40 years experience crafting beautiful leather shoes, combining British sophistication with Italian quality that appeal to all women. Whilst Moda in Pelle have 38 physical stores across the country, they understand the importance of expanding their digital presence and are always enthusiastic to test new campaign formats and channels.

With Amazon Prime Day looming, the brand wanted to capitalise on the anticipated uplift in shopping demand and purchasing intent online. 2019 insights from the day stated that fashion and luxury sector sales increased by 41% outside of Amazon itself, so it was an ideal time to proactively boost sales using the Amazon Prime Day halo effect ahead of the Cyber Weekend and Christmas peak period.

So, what did we do?

Using countdown ads and merchant promotions, we created urgency to show users the time-sensitive offer. We also agreed an exclusive PPC 10% off code with the Moda in Pelle team, and communicated the code across search ads and shopping promotions, alongside a limited-time ‘free delivery’ offer to drive a higher conversion rate at minimal cost to the brand. The free delivery messaging proved invaluable as it meant the brand could compete with the free delivery Amazon offers as standard on most products.

In addition, we added seasonality bid adjustments to the account to inform the campaigns, which use automated bidding, that we anticipate increases in conversion rate across the 2 day period, to ensure Moda in Pelle stayed in front of relevant customers.

Ahead of this key sales opportunity, we planned in budget adjustments with our client to ensure we had enough budget across the 2 days to cover the anticipated rise in traffic and sales so we could be really reactive to the data we were seeing and capitalise on this event.



The results

Week on week comparison:

  • Increased conversion rate by 63% across Google Ads
  • Increased revenue by 70%
  • Delivered a ROAS uplift of 57%

What did Gianni have to say?

“We’re over the moon with the success off the back of our Google Search campaign, throughout the duration of Amazon Prime Day. It’s great to have such a talented team suggesting reactive and strategic ideas to capitalise on events throughout the year and contribute to our growth!”
Gianni Casagrande – Digital Marketing Manager, Moda in Pelle