Online thrift store struggles with low site conversion rate. Implementing dynamic ads across marketing channels increased site conversion rate by 357% year over year.

Problem: Online thrift store with low brand awareness struggles to raise low site conversion rate of 0.57%

Analysis: Difficulty filtering clothing items significantly contributed to a low rate of return visitors and the low site conversion rate. By nature a thrift store only has one of each product making it extremely difficult to shop without the ability to filter products easily. A majority of users were leaving the site before getting to a product page and were not returning to the site later due to this poor user experience.

Strategy: Create dynamic ads to give the best user experience for a business that by nature only has one of each item to sell. This also allows for the creation of dynamic re-marketing campaigns based on website engagement.

Execution:

Search - Implement a Dynamic Search Ads campaign using a Max Clicks bidding strategy to drive users to the site at a very efficient cost. Keeping bids low also ensures that campaigns show for long tail searches the majority of the time rather than head terms. Bid on general “thift store” terms to capture interested users and later retarget them with dynamic product ads on GDN based on their site behavior.

Shopping - Create a 40,000+ SKU shopping feed using Feedonomics that is able to quickly remove out of stock products. Segment shopping campaigns by best selling categories, making sure to keep bids low as this increases the likelihood of showing for long tail searches like “paige jeans size 7 dark wash”, rather than general higher funnel terms like “women’s jeans”.

GDN - Create remarketing campaigns based on website traffic. Segmenting audiences based on website engagement (category page visitors, product page visitors, cart abandoners).

Results: Site conversion rate increased 357% by increasing landing page relevancy through dynamic product ads and remarketing to high purchase intent users.

Next Steps: Continue to optimize dynamic ads across search, shopping and GDN. Expand dynamic ad capability to social (Facebook and Instagram) by syncing the feedonomics shopping feed directly to the Facebook platform.