Moda in Pelle | PPC, Shopping Feed Management

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

  • Increased shopping conversion rate by 25%
  • Reduced shopping campaign Impression Share Lost to Rank by 61%
  • Reduced shopping ad bounce rate by 10%.

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

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 Moda in Pelle team had three key objectives: 

  • To improve their shopping ad visibility
  • To use the product feed strategically so the accounts shopping campaigns were set up for success
  • To improve the feed quality for better performance reporting and segmentation

So, what did we do?

We used our tried and tested agency methodology to improve product feed quality, and structured the feed based on Moda in Pelle’s core business objectives. After auditing the feed, we ensured product titles included all key attributes, a quick win tactic that considerably improved the reach of the brand’s shopping ads.

We also implemented performance-based feed rules, which aligned with Moda in Pelle’s business objectives, and created intelligible product types to improve transparency of our reporting and the shopping structure.

The results

Shopping ads May-August YoY: 

  • Shopping campaign Impression Share lost to rank decreased by 61%
  • Bounce rate reduced by 10% for Shopping Ads
  • Shopping conversion rate improved by 25%

What did Gianni have to say?

“’The Ortus team is consistently pro-active in their approach, using insights and opportunities to influence their strategy, as well as delivering insights for us to use internally at Moda in Pelle to inform business decisions.”

Gianni Casagrande, Digital Marketing Manager, Moda in Pelle