The importance of data for luxury retailers is paramount, with data impacting many areas of their business. As digital marketers we endeavour to create a personalised experience, moreso in the luxury space, however, the continued and growing changes of user expectations and behaviour mean the privacy landscape has changed.

Performance Max has been instrumental for scalability since its roll out in November 2021 (since the sunsetting of Smart Shopping), acting as a reliable vehicle for budget increases without compromising on ROAS.

Here are three go-to-strategies to test in challenging times that can help hit cost-of-sale targets and/or lower cost per acquisition costs to increase new customer orders.

We can all feel the pain of smaller budgets, and we can all recognise that there are efficiencies being made across most marketing activity. Why are budgets being cut?

Something I’ve been working on frequently recently is setting up local inventory ads for clients via Google Merchant Center - for both single and multiple physical stores. This is an area that isn’t particularly well documented across the web so I’m hoping to remedy this with a step by step guide on how to get this set up with ease.

Sale is not a novel strategy for ecommerce brands, and is commonly used in tandem with a paid media strategy to maximise profitability, boost customer acquisition and re-engage existing customers.