Dominating the catwalk and the carousel: How a British fashion brand smashed their Smart Shopping glass ceiling

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Oh Polly smash their Smart Shopping glass ceiling, dominating Google Shopping with Bidnamic

Impact in Numbers

  • 661% Revenue growth
  • 457% More clicks
  • 55% Impression share increase

The scoop

“For girls, by girls”: 70% of Oh Polly’s global senior management positions held by women

Fast fashion pure play brand, Oh Polly, was founded in Glasgow in 2015 by Claire Henderson. In only a handful of years, Henderson’s digital native brand has grown rapidly, opening offices in Liverpool, Los Angeles, Dhaka, and Guangzhou.

Oh Polly utilises social media platforms and influencer marketing to build brand awareness, product FOMO, and purchase intent. Glam and girly, Oh Polly stock only the most up-to-date fashion pieces and accessories, championed by stylish social influencers across the globe. 

With over 4 million followers and having ranked as the fifth most engaged UK clothing retail social media brand, Oh Polly is amongst the fastest growing fashion brands in the UK. What’s more, the brand featured in The Sunday Times Fast Track 100 2020 league table, joining many more of Bidnamic’s clients in the top 20.

Oh Polly smash their Smart Shopping glass ceiling, dominating Google Shopping with Bidnamic

The challenge

#OOTD: A glass ceiling of growth using Google’s restrictive automated tool

Despite rapid international growth, Oh Polly were struggling to develop their spend on Google Shopping without jeopardising their ROAS. Restrictions on Oh Polly’s ad spend were preventing the brand from bidding more to compete with fast fashion rivals on the Google Shopping carousel, causing them to fall behind in each auction.

Keeping up with constant bid changes (and the performance analysis of data from relevant variables) was proving to be extremely time-consuming with over 11,000 SKUs. Smart Shopping - Google’s own automated bidding tool - appeared to be the solution to Oh Polly’s problems.

However, Smart Shopping cut off access to Oh Polly’s Shopping data, leaving them in the dark about how and where their budget was being spent, or which search terms were winning the brand profitable conversions. 

Working closely with Ethan, Oliver and the team at bidnamic has been great. They've been able to assist in the major growth of our shopping channel, helping us to scale more efficiently and appear on shopping carousels for more relevant higher converting search terms.

Oh Polly Digital Marketing Team

The solution

Dressing up with machine learning: always on and always learning, enabling profitable bidding sweet spots

Bidnamic’s technology analyses the performance of your bids at a granular level, calculating each SKU’s bidding sweet spot and adjusting the bid to match. Constant analysis and unlimited adjustments enabe our clients to compete for influxes of traffic.

Bidnamic’s approach redirects extra spend from overbidding to your most profitable converting search terms, winning the carousel’s top impressions and the 66% of purchase-ready traffic who click the first tile irrespective of price.

Our in-house development, Targeted Search Terms (TSTs), identify search terms performing extremely well and bid more aggressively to appear higher for purchase-ready traffic, enabling our clients to target keywords on Google Shopping again. 

Finally, our Customer Success managers schedule weekly one-on-one calls, to feedback performance and provide expertise and advice on ecommerce strategy extending beyond Google Shopping.

Oh Polly smash their Smart Shopping glass ceiling, dominating Google Shopping with Bidnamic
Oh Polly smash their Smart Shopping glass ceiling, dominating Google Shopping with Bidnamic

The results

Oh Polly grows revenue 661% YoY on Google Shopping with Bidnamic’s automated bidding tool 

Whilst Oh Polly maintained a strong performance and healthy ROAS prior to joining Bidnamic, the brand has since benefited across revenue, spend, and visibility amidst solid competition in a saturated market.

Oh Polly gained rapid results, seeing revenue grow 661% and conversion rate increase by 24%, with 457% more clicks. Following this impressive growth, Oh Polly raised their initial monthly target ad spend by 670%, having been able to grow their spend 801% YoY.

Within their first three months with Bidnamic, Oh Polly were able to double their “best month on Google Shopping''. Bidnamic cracked open Smart Shopping’s data black box, providing Oh Polly with full access to their priceless search term data to reuse across their social-first approach, driving multichannel growth.

Pairing our machine learning with human thinking, Bidnamic have enabled rapid growth for Oh Polly, with invaluable data insights to boot.

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