PrinceOliver: Harnessing the potential of ecommerce
Anacapri entered the shoe world in 2008, specializing in only flat shoes to make everyday life easier for the women of Brazil. The brand offers more than 1,000 models and colors each year, released in three large collections and limited editions. Quality, price, personality, and especially comfort are indispensable features of every collection that the brand makes.
In 2015, the brand expanded to ecommerce and since then, lower funnel conversion campaigns have been a priority. In conjunction with their agency, Adtail, Anacapri has been working with Criteo to drive even more value from those campaigns.
Adtail Media Supervisor Caroline Rocha explains, “The idea is to continue increasing the budget gradually in the lower-funnel campaigns, in addition to using other types of campaigns in specific strategies such as audience match, for example. It is certainly a medium that is always a priority in all brand planning.”
To help Anacapri and Adtail make the case for increasing the investment in lower funnel campaigns, Criteo recommended switching to its Automated Bidding tool. Automated bidding automatically changes cost per clicks (CPCs) as needed to stay within a predefined goal. It saves time that the Adtail team would have otherwise spent on manual adjustments and uses sophisticated AI to ensure that the changes made won’t negatively impact results.
When describing the benefits of the switch to Automated Bidding, Caroline says, “When we worked with CPC, no matter how small the bid change, we didn’t know exactly if it would really improve the ROI of the campaigns. With [Automated Bidding], our changes are usually made when the ROI is not as expected and we know that if we lower the percentage, we will certainly have growth even with a lower delivery.”
The tool provided the control over ROI that Anacapri was looking for, and greatly improved campaign performance. “We have had an average 35% increase in last click ROI since we changed the optimization strategy. With that, we were able to defend the increase in investment in this channel,” says Caroline. The performance results achieved by the brand, together with Adtail and Criteo, were generated in seasonal months with less demand, which further intensifies the achievement.
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