Maisons du Monde : Margin-based optimization
Digital marketing evolves quickly, with multitouch strategies and advanced algorithms. How can advertisers maximize the true profitability of every campaign in today’s complex landscape?
Gross margin: a key performance indicator
Gross margin rate is more than just a figure, it reveals the net profit generated by your campaigns after accounting for direct costs. This metric enables advertisers to:
- Optimize their advertising budgets by focusing on the most profitable products and campaigns.
- Adjust pricing strategies to maintain solid economic performance.
- Ensure resilience against market fluctuations, guaranteeing stability and continuity even in uncertain times.
The role of server-side tracking
Server-side tracking is an essential solution for maximizing advertising performance by ensuring reliable and secure data collection and management. Unlike traditional browser-based tracking (client-side), this method shifts data collection to a server. It bypasses common obstacles such as ad blockers and browser restrictions, allowing advertisers to:
- Access accurate and complete data, which is vital for refining campaigns and maximizing profitability.
- Gain precise insights to optimize campaigns in real-time.
- Enhance compliance with privacy regulations like GDPR.
Case study: Maisons du Monde
Discover how Maisons du Monde, in collaboration with Arcane and Addingwell, integrated gross margin rate as a key signal for Google Ads bidding and implemented a data-driven strategy. This approach enabled Maisons du Monde to:
- Boost revenue on high-margin products.
- Lower acquisition costs through reliable data collection.
- Improve campaign accuracy with a rigorous testing protocol.
Download this white paper to:
✔ Understand the current challenges of margin-based performance management and its impact on advertising success.
✔ Explore the tangible benefits of server-side tracking in an evolving digital landscape.
✔ Discover an inspiring success story that combines strategy, innovation, and measurable results.