Twenga’s Strategic Collaboration with Miravia Boosts E-Commerce Success: Focus on Revenue Generation and New Buyers with efficiency
Twenga partnered with Miravia, an Alibaba-owned e-commerce platform, to enhance their Google Shopping Ads strategy using Twenga’s proprietary algorithm and data-driven approach. Focusing on niche products and optimizing product feed structures, Twenga improved Miravia’s visibility and sales, achieving a 26% increase in basket value year-over-year and better conversion rates. Cyberweek saw significant performance spikes, and Twenga’s strategic placement efforts positioned Miravia for future growth. Continuous cross-functional collaboration between both teams ensured that all optimizations aligned with Miravia’s long-term goals, further driving new buyer acquisition and sustained e-commerce success.
About Miravia:
- Description: Miravia is an e-commerce platform launched by Alibaba Group in Spain in December 2022. It is designed to offer a unique shopping experience by blending traditional e-commerce with entertainment and content creation. The platform features a wide range of products, including fashion, beauty, electronics, and home goods, primarily from Spanish and European brands. Miravia stands out with its focus on mid-to-high-end Fashion, Beauty and Health products and aims to attract a more affluent customer base.
- Markets: Spain
- Headquarters: Madrid
- Website: https://www.miravia.es/
About Twenga:
- Description: Twenga is a Premium CSS that supplements merchants’ strategies on Google and Bing Shopping ads through its proprietary bidding algorithm, which drives incremental sales with no overlapping with any other strategy.
- Markets: Portugal, Spain, France, Italy, Switzerland, Germany, Austria, Poland, UK, Ireland, Netherlands, Belgium, and Sweden
- Headquarters: Paris
Goal:
The platform is part of Alibaba’s broader strategy to expand its European presence. Competitive promotional strategies and partnerships fuel this growth. With Twenga, we focused on Revenue generation and New buyer acquisition while keeping a high level of efficiency and a technology-driven campaign
Approach:
- Maximizing Visibility with Long-Tail Optimization: By leveraging Twenga’s proprietary algorithm, we focused on Miravia’s long-tail product catalog, identifying untapped opportunities within niche products. This approach allowed us to increase the visibility of niche products on Google Shopping Ads, driving incremental sales by capturing specific, high-intent search queries that competitors often overlook.
- Strategic Placement in Google Shopping: Through our expertise in Google Shopping Ads and close partnership with Google and supported by Miravia’s affiliate platform: AWIN, we ensured that Miravia’s products were strategically placed within Google Shopping Ads. This not only improved product discoverability but also improved their channel efficiency due to the Cost Per Sales business model we agreed on.
- Data-Driven Decision Making: Our ongoing analysis of Miravia’s performance data enabled us to continuously refine and adapt our strategy. By identifying trends and adjusting the algorithm accordingly: We were able to optimize and re-structure the client’s product feed, so that we could participate in more and better auctions always supplementing their in-house strategy
- Currently working on a more targeted approach, targeting specific segments of users that are key for the client as they become more mature in the market.
What Miravia says about Twenga:
“Since launch, Miravia has been in partnership with Twenga CSS, who have consistently provided the most efficient services and outstanding performance. Their expertise has ensured our visibility with prime exposure on Google PLA, paralleled by a steady increase in our sales. We greatly value the role they’ve played in our growth from the onset.”
Results:
- The algorithm has significantly and consistently improved traffic quality since we began our collaboration. This has resulted in millions of clicks and signals, enhancing our learning. Notably, we achieved a +26% increase in basket value YoY in Q2, with continuous positive growth since the start.
- The enhanced brand perception has helped to led to a nearly two-percentage point increase (+1.95 pp) in conversion rates, which is crucial for Twenga as we continue to operate on a CPC basis with Google.
- We observed a tremendous spike in performance during Cyberweek (Black Friday and Cyber Monday). The insights gained from this period will be applied to target 2x performance in the upcoming season.
- We successfully attracted more new buyers in product segments/verticals that are strategically important for the client’s market positioning: Currently 27.5%+ of our transactions are completed by a New Buyer
+5.8x YoY
Revenue in Q2
+1.95pp
Conversion Rate Q2 YoY
+27.5%
of New Buyer transactions
The huge Cyberweek spike from last year will enable Twenga to perform better during this year’s peak by incorporating the seasonal component into our predictive algorithm.
The longer Miravia’s campaign ran, the better the traffic quality Twenga generated, with improvements in CVR and AOV enabling more accurate bidding and reinvestment of commissions in a CPA model.
As Miravia expands in the Spanish market, efficient new buyer acquisition is critical, with Twenga’s segmented strategies driving targeted performance.
Tools Used and Optimizations:
- Affiliate Platform Reporting Tools: We utilized affiliate platform reporting tools and account management systems to optimize campaign performance.
- Algorithm and Product Feed Structuring: Twenga’s dedicated algorithm, along with enhanced product feed structuring and enrichment, helped diversify auction participation.
- Cross-Functional Collaboration: We maintained close communication with cross-functional teams at Miravia to ensure that our performance aligned perfectly with the company’s goals.
- The integration of the client in our Price Comparison www.twenga.es generates new organic traffic not only from SEO but also from Shopping Ads to a page showing different offers from different advertisers. This type of user, who is exploratory and price-sensitive, is the best target segment for the client.
Key Takeaways:
- Significant Traffic Quality Improvement: Twenga’s algorithm has consistently enhanced the quality of traffic for Miravia, leading to a +26% increase in basket value YoY, indicating a sustained positive impact on their e-commerce performance.
- Enhanced Conversion Rates: Improved brand perception has been instrumental in boosting conversion rates by nearly two percentage points, crucial for maintaining cost-effective Google CPC campaigns.
- Cyberweek Success: A significant performance spike during Cyberweek (Black Friday and Cyber Monday) provided valuable insights that are set to double performance in upcoming seasons.
- Strategic Product Placement and Auction Diversification: Twenga’s optimization of product feeds and strategic placement in Google Shopping Ads, supported by the affiliate platform AWIN, has diversified auction participation and improved product discoverability.
- Effective Cross-Functional Collaboration: Ongoing communication with Miravia’s cross-functional teams ensured that the strategies implemented by Twenga were perfectly aligned with Miravia’s broader goals, resulting in a well-coordinated and successful partnership.
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