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Paid Search and Shopping Collaboration Results in Online Revenue Increase for Barneys.com

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Barneys New York is a world-renowned luxury retailer providing women’s and men’s ready-to-wear, accessories, shoes, cosmetics, fragrances, jewelry, and specialty gifts for the home.

Challenge

Barneys wanted to drive year-over-year (YoY) online revenue growth with a mix of Paid Search and Shopping efforts.

Return on Ad Spend +30%

Solution

Elite SEM Shopping and Paid Search teams evaluated individual channel Return on Ad Spend (ROAS) and performed an anonymous analysis of Shopping vs. Paid Search across similar large-scale, cross-channel clients. The analysis concluded that Shopping ROAS could tolerate less efficiency and drive more revenue volume, while non-brand Paid Search ROAS could pull back and be more efficient. These complementary actions sparked the idea of an open budget between the two channels with flexible spend and a focus on overall revenue growth for Barneys.com.

Elite presented this idea to Barneys and worked together to create a flexible spend allocation strategy between channels. Evaluating daily performance, Elite Shopping and Paid Search teams were approved to shift budget fluidly in real-time between non-brand Paid Search and Shopping ads, maximizing the program’s total online revenue at the defined ROAS target.

Results

Barneys’ integrated Paid Search and Shopping program grew online revenue, while increasing ROAS by over 30%. Elite SEM’s streamlined cross-channel efforts made Barneys’ total digital investment more efficient and profitable.

“Elite SEM earned our trust by consistently reacting quickly to our needs and providing data-based recommendations to enhance our programs.”
Josh Lieberman—Executive VP, Digital

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