Bidnamic’s automated high-intent bidding helped increase ROAS by 44%
Best friends Jess Lancaster and Charlotte Stagg had dreamt of establishing a joint business venture since they met at school. In 2015 the best friends started Coconut Lane, the online go-to for chic lifestyle and fashion accessories targeting girls of the 21st century.
The head-strong pair were adamant to kick-start their business from their own savings, and grow the business without investment, grafting hard to reach success with their tight-knit team.
Their site stocks tech accessories, lifestyle pieces, beauty and more, centred around pop culture and social media. All about matching, Instagrammable products, Coconut Lane aims to inspire and motivate women, and they have created an online community which spreads positivity and kindness.
Coconut Lane joined Bidnamic in 2019, and has experienced significant growth ever since.
Before choosing Bidnamic, Coconut Lane had very little data, and like a lot of retailers, they weren’t spending enough on Google Shopping to gain visibility for their products. Whilst their social media game was strong and their brand awareness sky-high thanks to influencer marketing, their performance on Google Shopping needed a 21st-century update.
Coconut Lane needed a solution that would ensure they were appearing in the top search position for the most profitable clicks and not just the searches for their own brand. With 6,000 products, bid changes and observation had long gone beyond what humans can manage.
Following continued growth, Lancaster and Stagg created additional lines (Coconut Lane The Label and Cocogym) and established sister brand Cocopup. The number of SKUs had grown, and so had their popularity, but could their Google Shopping performance reflect that?
Bidnamic’s platform works really well for Coconut Lane and I feel very happy with the relationship. We have a great account manager who helps us to understand how to improve ROAS at a product level.
Bidnamic’s high-frequency platform automates bid management on Google Shopping, cutting back the Marketing Manager’s time spent on the platform. Our technology runs 24/7, continuously analysing your bids and actioning a new CPC where necessary. Our automation considers 108 base variables, as well as the purchase intent of each individual shopper using historical and real-time product data.
For retailers utilising influencer marketing, it’s all the more important: when your audience hop from social media to Google to search their idol's latest accessories, your ad will be waiting for that purchase-ready traffic. Retailers like Coconut Lane can expect Bidnamic’s Targeted Search Term feature, enabling your brand to single out highly performing search terms and bid more aggressively to win their clicks.
What’s more, our acclaimed Client Success team provides each client a dedicated account manager, scheduling weekly calls to feedback performance, advise strategy, and help clients learn more about Google’s advertising toolkit.
After teaming up with Bidnamic, Coconut Lane quickly experienced major growth on Google Shopping, with their revenue growing 113% and conversion rate 24% YoY. Visibility on the platform also grew, achieving a 27% impression share increase.
Coconut Lane elected to use Bidnamic’s CSS on top of standard bid management. Their impressions increased by 86% YoY, assuring that they are still appearing in prime position on the carousel. Google Shopping offers a 20% discount on CSS bids, promoting performance for clients with multiple accounts at Bidnamic. Read more about using a CSS here.
What's more, Coconut Lane chose Bidnamic to manage Shopping ads for sister brand, Cocopup, which saw an impressive +29% revenue, +53% ROAS, and +130% CTR!
We’ve been working with Coconut Lane since 2019, and it’s amazing to see the growth they’ve achieved during this time. For a business that started out as two best-friends' dream, their success story is truly inspiring and we’re incredibly grateful they allowed us to play a part in it.
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