Compared to more mainstream apparel brands, Buttercloth has extremely fluid inventory, which changes often throughout any given year in order to meet the growing surge in consumer demand. 

In 2020, the MuteSix Google team found success when running new Smart Shopping Campaigns for Buttercloth’s bigger collection launches throughout the year. However, in Q1 2021, the team determined that this strategy would no longer prove effective, as the year was jam-packed with an array of smaller collection launches. 

As such, for Q2 2021, the MuteSix Google team pivoted quickly with a two-prong Google Smart Shopping Campaign Strategy.

STEP 1 : Manually Populate Smart Shopping Campaign with High-Converting SKUs

In lieu of multiple Google Smart Shopping Campaigns, MuteSix consolidated Buttercloth’s campaign structure into a single campaign that would house all of their past conversion data. This singular Smart Shopping Campaign would then be used to strategically update Buttercloth’s Shopping Feed each week to feature high-converting SKUs, such as new releases and best sellers. When choosing a Google Smart Shopping Campaign, the MuteSix Google team opted for Buttercloth’s longest-running one, as it had accumulated the most conversion data from which to pull. The team predicted that with a greater volume of data to work with, Google’s algorithm could better determine which SKUs would be most successful and when best to promote them. 

STEP 2: Leverage Okendo to Showcase SKUs with Higher Star Ratings

To further maximize success on Google Shopping, MuteSix leveraged Okendo, the leading reviews and ratings platform trusted by 5,000+ fast-growing Shopify brands. By featuring star ratings on their Google ads, Buttercloth was able to harness the power of social proof, which is especially impactful for consumers shopping for high-priced apparel that they cannot personally try on before committing to a purchase.