Boosting Google Ads ROAS by 30%: Wethenew’s E-commerce Success with Lengow

[Executive Summary]

Key details:

• Strategic partnership between Wethenew and Lengow led to a 30% increase in Google Ads ROAS.
• The collaboration enhanced operational processes and diversified acquisition channels, aiding entry into 4 new markets.
• More frequent updates of Google feeds and simplified product listings management were achieved.
• Enhanced shopping segmentation was realized through the use of Custom Labels within Performance Max campaigns

Established in 2018, Wethenew has swiftly ascended as the European epitome for sneakers, streetwear, and chic accessories. It transcends being merely a platform by cultivating Europe’s most vibrant community of sneaker and streetwear enthusiasts, boasting over 1.7 million subscribers on its social networks. The vision driving Wethenew is crafting an inclusive movement that democratizes fashion and urban culture access, while simultaneously nurturing a premium brand aura and experience around urban merchandise.

Right at the beginning after the launch Wethenew was faced with several challenges, primarily with using third-party Google Shopping apps on Shopify. Before partnering with Lengow, Wethenew typically sent product data directly from a third-party Shopify app to the Google Merchant Center (GMC). Although this method worked, it was not ideal. The data was not updated frequently and lacked synchronization, while customization was limited due to the basic data transmission. Additionally, this approach failed to integrate with key platforms like Snapchat and Awin, limiting broader advertising opportunities.

The collaboration with Lengow in 2019 was a game-changer. Lengow’s platform acted as a catalyst, enabling a small team to effectively manage a staggering 40,000 active product variants, bridging the gap between Shopify and broader advertising platforms. One of the strongest key figures of this performance improvement was the increase of Google Ads ROAs by 30%.

• Diversified acquisition channels: Stretching the advertising tentacles across platforms like Awin, Meta, TikTok, Pinterest, Snapchat, and Google, heralded Wethenew’s entry into 4 new markets, with a customized and consistent product feed.
• More frequent updates of Google feeds: Previous challenges with Google Merchant Center have been overcome, enabling more frequent updates of Google feeds, up to once every hour, particularly beneficial for feeds using Custom Labels which were previously updated only every 24 hours.
• Enhanced shopping segmentation: Custom Labels have boosted shopping segmentation within Performance Max campaigns by filtering feeds according to various criteria such as seasonality and promotions.
• Simplified product listings management: A suite of features, such as the easy integration of additional data sources, unveiled a simplified realm of managing product listings, making day-to-day operations less of a chore and more of a strategic endeavor.

The crescendo was a remarkable +30% on Google Ads ROAS, symbolizing a tale of triumph over operational hurdles. The alliance with Lengow didn’t just stop at boosting ROAS; it opened doors to efficient time management, enabling a focus on strategic tasks rather than getting bogged down in operational quagmires.

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