Moda in Pelle

Moda in Pelle | PPC | Black Friday 2022

Snapshot of results

  • +96% in sales
  • +82% in cost
  • +127% in revenue

The facts

Client: Moda in Pelle

Industry: Footwear

Target customer: Female fashion consumers

Moda in Pelle is a leading women’s 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.

The client’s main objective was to increase revenue and sales YoY over the Black Friday sales period.

The method

Our shopping specialists optimised feeds to ensure categories, titles, colours, genders and age group were all to best practice, including swapping the EU and UK sizes around in the titles to show UK sizes first.

We adjusted budgets daily to ensure we were pushing budgets in campaigns with the best conversion rates and ROAS, and lowered ROAS bid settings in the weeks prior to Black Friday to allow Google to target a wider audience base.

The results

96 %

increase in sales

127 %

revenue growth

25 %

uplift in ROAS

Google Ads breakdown

(26th-29th Nov 2021 vs 27-30th Nov 2020)

+96% in sales 

+82% in cost

+127% in revenue

+25% in ROAS

3rd Nov – 30th Nov YoY

+98% in cost

+98% in conversions

+145% in revenue

+24% in ROAS