CHALLENGELack of Efficiency in Growing Revenue

Despite seeing revenue increases over a period of time, Novica wasn’t seeing the impact of PLAs due to soaring costs diminishing overall gains.

Novica needed a solution to help them get past:•Out of control costs•Skyrocketing impressions & CPC’s but significantly lower CTR’s•Difficulty in maintaining efficiency while trying to grow a successful Product Ads program

SOLUTIONThe Right Approach Brings the Right Results

Novica selected BuyerPath after realizing the technology provided incredible insight into managing a product ads program at scale. The ease of use and numerous capabilities within the platform, such as feed management, intent optimization, and campaign creation is exactly what they were looking for:

•BuyerPath’s Feed Optimization solution was used to update and enhance category and title descriptions to better align with targeted queries •Custom columns were used to further segment out product categories to create more manageable targets•BuyerPath’s proprietary PLA-specific algorithm was used to bid more precisely with PLAs

RESULTSRealigning Strategies Shows Instant Results

Applying strategies from analyzing data within BuyerPath’s technology and using our team of in-house experts, Novica saw instant gains:

•Reduced CPC by 15% within the first 2 months•125% increase in ROAS within the first 6 months•80% increase in CVR within the first 6 months

C u sto m e r S u cce ss S to r y

®

Large online fair-trade retailer uses BuyerPath® to increase efficiency while maintaining revenue gains

Novica is a fair-trade jewelry, fashion, and home decor company focused on empowering global artisans to succeed and spread happiness through their products.

www.novica.com

“BuyerPath has helped us achieve HUGE results in our e-commerce business. We had been struggling to grow revenue while being efficient with our cost for quite some time. Once on the BuyerPath platform, we were able to get a 360° view of our product ads program and optimize in ways that helped us reallocate our once wasted ad spend. We’re extremely excited about how quickly we’ve seen major results with BuyerPath! ”

- Charles Hachtmann, Co-Founder & CTO

Let’s Chat:Visit www.buyerpath.comor email us at solutions@buyerpath.com

BuyerPath® is an advanced shopping analytics platform leveraging consumer and product data to help retailers maximize valuable ad moments for optimal return.

Achieving an 86% Increase in YoY Growth

With these strong results, Heels.com took advantage of the savings in wasted ad spend and reallocated that budget into higher performing areas of their product ads program. By the following month, return on ad spend (ROAS) was stable at their desired level and they experienced an 86% gain in year-over-year revenue from 2012. At the higher investment level Heels.com also saw significant gains in performance metrics such as Impressions, Clicks, Orders, CVR, and ROAS.

Since transitioning to BuyerPath, Heels.com has continued to see PLA success. In addition to product ads, Heels.com began using BuyerPath for serving ads on Comparison Shopping Engines. With Heels.com now submitting a BuyerPath optimized feed to CSEs, they have seen immediate success in revenue gains that far exceed historical performance.

By having a transparent view into the complexities of product performance and metrics, they have optimized their targeting and bidding strategies to continuously stay ahead of the curve.

Let’s Chat:Visit www.buyerpath.comor email us at solutions@buyerpath.com

BuyerPath® is an advanced shopping analytics platform leveraging shopper data to help retailers maximize valuable ad moments for optimal return.

Reallocating Budget from Poor Performers

Revenue Impressions Clicks Orders ROAS

86%

48%

90%

132%118%

Optimizing Cost Allocation to Drive Efficiency

Cost Revenue

Pre-BuyerPath Post-BuyerPath

38%

50%

Implementing Changes for Product Ads Success

After learning about BuyerPath, a leading product ads platform, Heels.com made the decision to partner with the company very quickly. Implementation began almost immediately and they were live on the platform within three weeks.

The first step in optimizing their program was to focus on the product feed. BuyerPath is built on a strong applied shopping analytics platform with a large focus on consumer intent data. These consumer insights give retailers the ability to understand the needs and motivations of potential buyers. The BuyerPath Feed Management solution allows retailers to incorporate these insights and optimize the product feed by improving titles, descriptions, and category taxonomy. Ensuring that retailers are showing the right products the right way to the right buyers. By implementing product title changes, traffic increased by 48.2% in just three short weeks.

The next phase involved restructuring the accounts’ product target schema. Creating more granular product targets allowed for more precise cost allocation across Heels.com’s product ads program. By utilizing BuyerPath’s proprietary bid algorithm to optimize cost allocation, Heels.com was not only able to reduce ad spend by 38%, but also increase revenue by 50% during the first three weeks of launching on the platform.

The Next Phase in Product Ads Success

Since their initial transition onto BuyerPath in 2013, Heels.com has experienced continuous growth. In early 2014, the retailer began looking for new ways to expand product ad revenue even further. BuyerPath selected Heels.com for a new beta solution that was just beginning its pilot phase. BuyerPath for Feed Management is an application within the platform that pushes product feeds to multiple comparison-shopping engines.

Using the savings in wasted ad spend, Heels.com reallocated their budget to higher performing areas of their product ads program. This ultimately resulted in a year-over-year gain of 86% in revenue.

About Heels.com

Based out of Charlotte, North Carolina, Heels.com is one of the largest online shoe retailers. The company launched in 2007 and focused on bringing the ease of online shopping to fashionable women’s footwear. Breaking into the online shoe industry however, was not an easy task due to the saturation of the market. Heels.com differentiates itself by employing a unique navigation system, which allows consumers to find exactly what they’re looking for within just a few clicks. By priding themselves on having the best selection of women’s shoes anywhere on the web along with personalized and knowledgeable customer service, Heels.com has had great success in building a company that is focused on their consumers’ needs.

Achieving Immediate Results

In 2013 Heels.com began searching for a product ads technology partner who could provide transparency into their data and analytics for better performance monitoring as well as a solution that would efficiently scale their program to eliminate wasted ad spend. The BuyerPath® technology offers both a robust analytics platform that not only allowed Heels.com access to performance metrics, but also the ability to view metrics at an extremely granular level in order to make better business decisions.

Heels.com immediately chose to partner with BuyerPath after determining that the technology provided the level of transparency into their business that they were looking for. Soon after, they saw a 38% decrease in ad spend coupled with a 50% increase in revenue.

CASE STUDY: HEELS.COM

How reallocating spend helped Heels.com find new growth opportunities

OPTIMIZED FEEDS FOR OPTIMAL SUCCESS

Optimizing Cost Allocation to Drive Efficiency

Cost Revenue

Pre-BuyerPath Post BuyerPath

38%

50%

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Contact UsVisit www.buyerpath.comor email us at solutions@buyerpath.com

BuyerPath® is an advanced applied shopping analytics platform leveraging consumer data to help retailers maximize ad moments for optimal return.

The new Feed Management solution provides retailers with an automated tool that collects, customizes, and transforms product feeds to successfully meet the unique requirements of shopping sites. Feed Management compliments BuyerPath’s market-leading Product Ads solution by allowing advertisers to simultaneously optimize their ads across multiple channels. Utilizing the stored intent, performance, and historical product data provides valuable predictive insights.

These insights help retailers intelligently suppress products, segment products, and uncover areas of opportunity. The combination of automated capabilities combined with the array of data collected gives advertisers the ability to efficiently adjust ad spend, thereby maximizing profit while strategically maintaining a presence across a variety of different shopping sites.

Implementing Changes for Product Ads Success

Once Heels.com agreed to the pilot, which was focused initially on Shopping.com, product data was used to re-align category targets, which immediately improved the feed being uploaded to the comparison-shopping engines. Once this was complete, the top performing SKU’s were used to manage bidding strategies. These best practices resulted in extraordinary results within the first three months, with revenue numbers increasing by 74%, orders by 78%, and ROAS by 13%.

With the official launch of BuyerPath’s Feed Management solution, Heels.com is dedicated to cultivating similar results across many more comparison-shopping engines.

BuyerPath™ for Feed Management

The BuyerPath platform combines 13 years of retail search marketing best practices with applied shopping analytics to provide the best solution for retail advertising programs. By collecting and analyzing unique consumer focused data insights, BuyerPath provides retailers with the ability to make decisions based on consumer intent, context, and preferences within a single platform.

IMPLEMENTING BEST PRACTICES RESULTS IN IMMEDIATE GAINS

Pre-BuyerPath Post-BuyerPath

Revenue Orders ROAS

74% 78%

13%

CASE STUDY: HEELS.COM

“We were absolutely blown away by the level of sophistication

available in the BuyerPath® platform and the quality of service

and expertise they are able to provide with their Product Ads

solution. Now with Feed Management we’re able to use the

product and channel insights to maximize our revenue across

multiple Comparison Shopping Engines.”

-- Eric McCoy, CEO