Mac Duggal, a luxury women’s dress and gown retailer, depended on Google’s Performance Max campaigns to drive traffic and customer acquisition. However, the retailer faced significant challenges with its product feed, which was incomplete and lacked key attributes such as dress, colour, material and size. This feed limitation hindered the ability of Performance Max to match products accurately with users' searches, which in turn reduced both the reach and quality of the traffic generated by the campaigns. They needed a more robust and data-rich feed to unlock Performance Max’s potential and reach their ambitious growth goals.
Mac Duggal
Strategy
Optimisation
Performance
The Challenge
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The Solution
To enhance campaign performance, we implemented a comprehensive product feed optimisation strategy. Our approach focused on enriching the product feed with key attributes and effective formatting to better align with Performance Max:
1. Key Attribute Prioritisation
By focusing on high-impact attributes like detailed titles, GTINs, and high-quality images, we improved relevance and discoverability.
2. Keyword Optimisation
We strategically frontloaded titles with essential keywords and enriched product descriptions to capture a broader range of search queries and boost ad relevance.
3. Enhanced Data Completeness
We added essential product details such as colour, material, size, and style, enabling Performance Max to match ads more accurately with user intent.
4. Dynamic Pricing and Promotions
Leveraging sale prices and promotional badges helped Mac Duggal’s products to stand out, particularly in competitive categories.
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The Result
This optimised feed setup led to a +55% year-over-year increase in Performance Max investment and a +3% improvement in ROAS efficiency. By prioritising structured, high-quality data, Mac Duggal achieved greater ad relevance, discoverability, and engagement, setting a strong foundation for continued growth in the luxury fashion market. This case highlights the critical role of data completeness and feed quality in driving scalable growth through AI-driven advertising platforms.