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Hugo Boss

Increasing ROAS by Utilizing RSA Automation for Hugo Boss

Achieving a 14% increase in ROAS while reducing CPCs by 17%
Digital Transformation
Metrics & Outcomes
17%
decrease in CPC
14%
increase in ROAS
Challenge

Hugo Boss faced rising CPCs in their SEM campaigns due to increased competition in the luxury apparel space. These higher costs were reducing advertising returns and negatively impacting overall ad efficiency. To maintain strong performance, they needed a strategy to improve ad rankings while lowering costs.

Solution

WITHIN conducted a test on Hugo Boss’s SEM campaigns to compare the performance of unpinned versus pinned headlines in responsive search ads. By allowing Google’s algorithm to dynamically select the most effective headline for each search query, WITHIN optimized ad delivery and maximized performance.

What we did
Ad Performance Improvements CPC Reduction Performance Analysis & Reporting A/B Testing RSA Automation SEM Optimization
Results

After switching to unpinned headlines, Hugo Boss experienced significant improvements in their search ad performance. Their ad ranks increased while CPC rates decreased. This reduction in CPCs directly contributed to an increase in ROAS.

  • This strategy has proven crucial for navigating the competitive luxury market, enabling us to not only lower our costs but also significantly enhance our advertising performance.
    Patrick Rogan
    Vice President of eCommerce
More Work
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