After onboarding with Intelligent Reach, Seraphine made one more significant acquisition: Performance Marketing Director, Henry Linney. Henry's mission was to improve the company's performance on Google and Meta. To do so he set out to create a team, and a strategy, that was focused on continuous testing.
Before onboarding with Intelligent Reach, Seraphine's product feeds were being built from its e-commerce platform, Magento. This led to a number of roadblocks. The team was unable to optimise product data easily within the Magento interface. Creating new product feeds was also a major challenge.
Seraphine uses a lot of data from its master feed to assign custom labels to products, and then uses combinations of labels to assign a product to a particular product set. The team uses Facebook to run ads for product sets in particular product categories, such as dresses or skirts and mixes in retargeted and promotional items. E-commerce platforms are not geared up for this level of feed complexity.
Onboarding with Intelligent Reach allowed product data to be cleansed through user-friendly rule logic which led to a substantial drop in disapprovals and warnings in Google Merchant Centre. It also enabled the creation of a Global Product Catalogue for Meta, significantly improving Catalogue match rates on Meta and improving catalogue ad performance.
"One thing we've seen rise substantially since we began using the Global Product Catalogue is our match rate and we've been fine-tuning with Intelligent Reach (on Meta) to increase match rate even further. We recently got our disapprovals down to just 56, out of 94,000 products." Henry Linney, Performance Marketing Director, Seraphine
"One of the reasons we test all the changes we make, rather than just blindly implementing them, is because the money that you're making the business isn't just the extra income from experiments that are successful. It's also the money you save by not implementing losing tests." Henry Linney, Performance Marketing Director, Seraphine
"Adding new channels [with Intelligent Reach] is super easy. I think that is a huge benefit. If we need to create a new product feed it's like 20 minutes. The ability to create new feeds from scratch and the extent to which you can customise them is excellent." Henry Linney, Performance Marketing Director, Seraphine
"This is where the List Manager functionality in Intelligent Reach is very useful. So if we have a promotion running, we can just add them to a campaign as a list. We can group those product IDs in the List Manager using a rule. We can export rules in the UK master feed directly into the US master feed so there is no need to rebuild them." Henry Linney, Performance Marketing Director, Seraphine
The platform has allowed Seraphine to move to Meta’s Global Product Catalogue, which the company says is a game changer. Historically they had to create a different Meta feed for every country or website. Now they are able to optimise a single core feed, using overrides for language and location. The new, global feed is much easier to maintain, and match rates have risen substantially.