Automation at the heart of e-commerce campaign management. Product catalogs are now the topic of an optimization through XML feeds, allowing real time updates of prices, stock and promotions. Merchant Center, Google Shopping, Dynamic Search Ads have become crucial. Ici Paris XL has tested it over the past 18 months with great success. Discover the impact of automation on the marketing cost here.

1. Marketing Automation Summit
Brussels September 2014
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&

2. Emilie Huybrechs
Account Manager @
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The speakers
Nic Petrens
eCommerce & New Media
Manager @ ICI PARIS XL
8 years expertise within ICI
PARIS XL
Award winner for “best
webshop in Belgium” in the
category health & beauty
(2014)
&
4 years expertise within
digital advertising
3 years collaboration with
ICI PARIS XL

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Market & Challenges
Perfume & cosmetics
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Search funnel
Mascara
High
end
mascara
• promo2on
• cheap
Givenchy
Mascara
• volumizing
• streghtening
«
Phenomen’
eye
mascara
»
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The
buying
funnel
Awareness
Research
Decision
Conversion
/
Ac2on
Loyalty

9. Be
there
when
it
maGers
!
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10. February
2014
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What we’ve chosen?
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March
2013
June
2014
September
2013
Automated
API
PLA /
Shopping
Campaigns
DSA
Dynamic
Remarketing

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Tools & Timeline
Mar
13’
-30%
CPA
Automated API
Based on your product
feed & a template, it
generates ads and KW
dynamically (availability,
price, condition,…).

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Tools & Timeline
Sept
-26%
CPA
13’
Shopping
Index your product
inventory in your ads,
based on your Merchant
Center.

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Tools & Timeline
Feb
14’
-26%
CPA
DSA
Based on your URL’s, it
screens your website to
identify relevant KW. It
injects the relevant
queries in the headline
of your adtexts.
Specify
pages
&
bids
Provide
Ad
template
Natural
search-­‐like
algorithm
serves
your
ad
on
relevant
queries

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Tools & Timeline
June
-10%
14’
CPA
Dynamic
Remarketing
Based on your product
feed & your audiences,
retarget your visitors
with the products
they’ve seen and/or
related products.

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Our Performances
25,00 €
3500
3000
20,00 €
2500
15,00 €
2000
1500
10,00 €
1000
5,00 €
500
0
jan
fev
mar
avr
mai
juin
juil
aout
sept
oct
nov
dec
- €
15
-39% CPA YtoD $
(2012 – 2014)
Conv
2012
Conv
2013
Conv
2014
CPA
2012
CPA
2013
CPA
2014

16. +94%
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Revenue
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+13%
Basket Value
+64%
Conv. Rate
Turnover

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Action points
Define your strategy
Set-up a product feed & implement it in
your merchant center
Automate your referencing
… and even if you don’t have a product
feed, this is not a good reason ;-)
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Thank You
for your precious time and attention
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