PrinceOliver: Harnessing the potential of ecommerce
Trendhim offers fashionable and affordable accessories for men, helping them build their looks and styles in ways that align with their stories and help them feel like themselves. The retailer has grown across 28 countries outside of its native Denmark and continues to expand and scale its business.
From a marketing perspective, Trendhim has a highly performance-driven team. Trendhim’s Customer Acquisition Specialist, Ovidiu Joldea, says, “We move fast — we set up tests quickly, iterate, learn and scale in everything we do, across all platforms and projects.”
To efficiently create advertising strategies for their lower-funnel campaigns while maintaining a stable cost per order (CPO), Trendhim partnered with Criteo. The partnership focused on driving conversions on Trendhim’s site, encouraging shoppers towards the point of purchase, in the most efficient way possible.
Trendhim worked with Criteo to create dynamic ads to achieve their conversion KPIs, but for added efficiency, leveraged Criteo’s automated bidding tool to streamline these retargeting campaigns. This feature gave Trendhim the ability to directly edit their cost of sale (COS) and let Criteo’s engine automatically adapt cost-per-clicks (CPCs) on their behalf to reach their target.
The automated bidding tool reduced time spent on manual setup and ensured that Trendhim’s lower funnels were optimized at all times. The automated model generated positive campaign results while also allowing Trendhim and Criteo to focus on improving other strategic areas rather than spending time on campaign maintenance. And while the goal of the campaign was to maintain a stable CPO, the added efficiency also resulted in a decrease in CPO of 14%.
When asked about Criteo’s automated bidding tool, Ovidiu says, “It’s a functional and effective display retargeting tool. It keeps things clean, allows for a solid overview and gives you just the right amount of control over your campaigns.” This also helped Trendhim quickly adapt their campaigns when faced with the extraordinary circumstances of COVID-19 to quickly address changes and maintain stable performance.
Trendhim and Criteo continue to leverage automated bidding to achieve a stable CPO across Trendhim’s target markets. When it comes to the lower-funnel campaigns, Ovidiu explains, “Criteo’s ability to act as a centralized retargeting tool makes this process much easier for us. Criteo ensures that we make the most out of our retargeting pool across display networks and provides an easy overview and control for our retargeting efforts.”
“For the markets running on the automated bidding model, I didn’t have to worry about the CPCs, since Criteo adapted to them by itself in real time… I wish we switched to automated bidding sooner, it would have saved me a lot of headaches.”
– Ovidiu Joldea, Customer Acquisition Specialist, Trendhim
*Metrics shown reflect analysis of campaign results across all applicable markets two months prior to, and two months after, implementing automated bidding.
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