Fashion – Lacoste Retargeting

We ran Dynamic Product Ads for Lacoste with huge success in May and June 2020. We had a lot of success targeting past purchasers, for repeat business, because they have already purchased from the website in the last 180 days or less, so you know they’re the hottest possible audience. Furthermore, we segmented their massive customer base by purchase frequency and Average Order Value (AOV). This identified opportunities to increase Average Order Value from our Dynamic Product Ad Campaigns.

Audiences

• Purchasers, last 180 days
• Purchasers, Average Order Value > $150, last 180 days
• Purchasers >1, last 180 days

The Purchasers, Value > $150, last 180 days audience had the best ROAS. The CPA was the same as the rest, around $6, but the AOV was 35% higher ($144, compared to the $107 AOV of the rest of the audiences), which made the ROAS 25% higher (22.06 ROAS versus 17.57 ROAS for the rest).