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LC Waikiki & SEM & Google - Enhanced Conversion Case
*Results obtained during the campaign period from June to August 2023.
With enhanced conversions for LC Waikiki,
we boosted YouTube conversions by a third, Search conversions by 6%.
31.2%
Increased conversions via Video Action Campaigns (VAC)*
6%
Higher conversions via search*
LC Waikiki, is a ready-to-wear fashion company with 54,000 employees. Given the increasing importance of privacy in web browsers, it was becoming increasingly challenging for LCW to measure and report conversions for campaign optimization. This was especially the case considering that half of its users were online, and its consent measurement demonstrated that only around 25% approved cookie sharing for tracking purposes.
Opportune Data team use Google Tag Manager (GTM) to build responsible first-party data and understand how their customers interact with their brand online. In light of consent management challenges and the need to build durable measurement with Google, LCW implemented enhanced conversions for the brand’s primary KPI, purchases.
As a result, LCW experienced a one-third increase in its conversion rate, achieved in a privacy-centric manner through Enhanced Conversions.LCW has taken a significant stride by establishing a 1st party data strategy through the implementation of Enhanced Conversions. As a result, it is now prepared to leverage its purified data with first-party data solutions such as Performance Max.
*Results obtained during the campaign period from June to August 2023.