Etnodim is a brand of modern embroidered clothing founded in Kyiv.
Service: Product Feed Optimization
Niche: Retail
Region: Ukraine
The client
ETNODIM is a Ukrainian company specializing in the production of modern embroidered shirts. “Embroidery is the language of our communication. Art of Embroidery is a natural continuation of this path. With the help of stitches, we tell about culture and art, delving into history and documenting the present. Brand embodies dozens of techniques and creates new ones, experiments, and opens Ukrainian embroidery to the world.”
The challenge
The client Etnodim sought to increase the website audience before the start of the season, as well as improve the visibility of products in Google Shopping. At the time of the client’s request, a significant portion of the traffic going to the site was brand traffic. In addition, there is a special specificity of searching for embroidered clothing (search by embroidery region, color, material) and the biggest limitation is that manually updating product names and descriptions takes a lot of time.
The decision
We used FeedGen for Merchant Center. The tool helps improve attributes in the feed without developers using AI. Optimizing product feed attributes using Feed Gen and AI makes working with products in Merchant Center much easier and much faster.
Here’s how we approached this task:
We analyzed search query patterns and created headline templates that combine key product features in a logical and understandable sequence
Two generation options were chosen:
- Material | Gender | Product type | Color | Title | Brand
- Product type | Gender | Color | Title | Brand
The Results
A new approach to headlines and descriptions improved ad relevance, which led to higher key performance indicators and new user acquisition. Using Google Shopping in combination with understanding target audience search patterns allowed us to set up truly effective advertising campaigns that achieve customer goals. Headlines and descriptions adapting has a significant impact on the performance of shopping ads.
