Shopping Ads

Boutique Retailer Farfetch Tops Trends with Google Shopping Campaigns

Problem

London-based Farfetch is a boutique online retailer for men’s and women’s fashion, featuring clothing from 300 independent boutiques around the world. The company already saw a 30–45% revenue increase using Google Shopping and Product Listing Ads (PLAs) in four countries. Seeking to increase its global market share, Farfetch implemented Shopping campaigns to better manage its bids and stay current on its top merchandise. As a result, it improved performance and ultimately kept its cost per acquisition (CPA) down by 20%.

Goal

  • Boost the company’s appeal in the retail space
  • Reach a larger number of fashion lovers worldwide

Strategy

  • Upgraded its Product Listing Ad (PLA) campaigns to Shopping campaigns
  • Organized product groups by category and brand
  • Created a separate campaign for top-trending and best-selling products and set it to high campaign priority

Result

  • Increased conversion rate 13%
  • Increased CTR 3%
  • Decreased CPA 20%
  • Decreased CPC 6%