In a category like this, performance and compliance are the same project. We made the advertising safer and the data cleaner, and the account got more efficient because of it, not in spite of it.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
In a category like this, performance and compliance are the same project. We made the advertising safer and the data cleaner, and the account got more efficient because of it, not in spite of it.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
A single line of ad copy sits under a pen and gets crossed out. It had promised something about hair regrowth that a dermatologist would have qualified and a platform reviewer would have flagged. Underneath, a safer sentence takes its place, and the click through rate on the ad it sits inside roughly doubles inside a month. Safer advertising and better advertising turned out to be the same move. The lesson costs nothing to learn and everything to skip.
A single line of ad copy sits under a pen and gets crossed out. It had promised something about hair regrowth that a dermatologist would have qualified and a platform reviewer would have flagged. Underneath, a safer sentence takes its place, and the click through rate on the ad it sits inside roughly doubles inside a month. Safer advertising and better advertising turned out to be the same move. The lesson costs nothing to learn and everything to skip.
An account running, and not yet built to scale
Kerafactor's Google Ads account was live and spending, and the paid search program did not yet have the structure a trust sensitive, claims regulated category requires. Risky medical style formulations sat inside live ads, an exposure on legal, platform policy, and customer expectation fronts at once. The Shopify product feed was passing raw data to Google, so the algorithm was guessing at attributes it should have been told. Brand and acquisition campaigns shared budget and shared credit. A low return non brand effort had been running long enough to become invisible. The challenge was not to start spending. It was to make every dollar safer, cleaner, and far more productive.
The order of operations mattered more than any one tactic. Compliance first, so the brand was defensible on the day the audit came. Then a feed rebuilt on Channable, so Merchant Center stopped guessing. Then measurement rebuilt on Littledata server side tracking, so a cookie loss or a bot pass did not overwrite a real conversion. Then structure: brand separated from acquisition, non brand pruned to the segments that earned, PMax fed with clean signals, and a Demand Gen and YouTube test running with a proprietary creative scoring system alongside it. The plan replicates onto Microsoft Ads once the Google build keeps holding its shape.
An account running, and not yet built to scale
Kerafactor's Google Ads account was live and spending, and the paid search program did not yet have the structure a trust sensitive, claims regulated category requires. Risky medical style formulations sat inside live ads, an exposure on legal, platform policy, and customer expectation fronts at once. The Shopify product feed was passing raw data to Google, so the algorithm was guessing at attributes it should have been told. Brand and acquisition campaigns shared budget and shared credit. A low return non brand effort had been running long enough to become invisible. The challenge was not to start spending. It was to make every dollar safer, cleaner, and far more productive.
The order of operations mattered more than any one tactic. Compliance first, so the brand was defensible on the day the audit came. Then a feed rebuilt on Channable, so Merchant Center stopped guessing. Then measurement rebuilt on Littledata server side tracking, so a cookie loss or a bot pass did not overwrite a real conversion. Then structure: brand separated from acquisition, non brand pruned to the segments that earned, PMax fed with clean signals, and a Demand Gen and YouTube test running with a proprietary creative scoring system alongside it. The plan replicates onto Microsoft Ads once the Google build keeps holding its shape.
Paid search rebuilt from the feed up
The account was rebuilt from the data layer out, in a category where every claim carries a record, so the ads became more engaging while the brand became safer.
Compliance came first. Risky medical style claims were replaced with policy compliant messaging that read as clearly and converted more efficiently. Channable took over the feed, cleaning attributes, enriching product data, and giving Merchant Center a source it could trust. Campaigns were restructured around product intent rather than legacy match type. Brand was separated from acquisition, so a clean efficiency number could finally be read without brand demand smoothing over the noise. A low return non brand effort was paused and the budget was moved to the segments that were earning. Littledata server side tracking went in behind all of it, and the conversion counts stopped drifting. Demand Gen and YouTube ran through a creative scoring rubric that told the team which ads deserved more spend before the data would. The same validated structure is scheduled to move onto Microsoft Ads next.
Paid search rebuilt from the feed up
The account was rebuilt from the data layer out, in a category where every claim carries a record, so the ads became more engaging while the brand became safer.
Compliance came first. Risky medical style claims were replaced with policy compliant messaging that read as clearly and converted more efficiently. Channable took over the feed, cleaning attributes, enriching product data, and giving Merchant Center a source it could trust. Campaigns were restructured around product intent rather than legacy match type. Brand was separated from acquisition, so a clean efficiency number could finally be read without brand demand smoothing over the noise. A low return non brand effort was paused and the budget was moved to the segments that were earning. Littledata server side tracking went in behind all of it, and the conversion counts stopped drifting. Demand Gen and YouTube ran through a creative scoring rubric that told the team which ads deserved more spend before the data would. The same validated structure is scheduled to move onto Microsoft Ads next.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
