ModCloth Optimizes Google Merchant Feed and Google Product Listing Ads Campaign with Adchemy Software

Innovative apparel and decor online retailer scales paid search and increases relevancy with Adchemy software, increases PLA-driven revenue by more than 200 percent

Sep 18, 2013, 08:00 ET from Adchemy


FOSTER CITY, Calif., Sept. 18, 2013 /PRNewswire/ -- Adchemy®, a company that creates beautiful marketing software for the enterprise, today announced that innovative online retailer ModCloth has achieved unconditional success from using Adchemy's breakthrough software-as-a-service (SaaS) solution, including:

  • more than 900 percent increase in impressions
  • more than 250 percent increase in clicks
  • more than 200 percent increase in revenue

all while maintaining or exceeding target Return on Advertising Spend (ROAS).

Consensus among the retail community is that Product Listing Ads (PLAs) are worth the investment. Despite the success of PLAs to date, search marketers are struggling to intelligently scale their PLA programs. This has led many to manually build and maintain merchant feeds and PLA campaigns that represent a fraction of product catalogs and use suboptimal campaign structures and bidding strategies. The result is a time-intensive process that does not maximize converting customers at an optimal price point. Only Adchemy offers a beautifully designed SaaS solution that improves both merchant feeds and PLA campaign performance and radically simplifies day-to-day management of PLA campaigns.

ModCloth, an online retailer of vintage-inspired fashion and decor, launched its Google PLA campaigns in late 2012. ModCloth began using Adchemy in mid-2013 to enhance the performance of its PLA campaign. As a direct result of using Adchemy, ModCloth has already experienced over 900 percent growth in impressions and over 200 percent growth in revenue. ModCloth used Adchemy's software to enrich and optimize its Google Merchant Feed and create a PLA program that is easier to manage and maintain.

"When Google PLAs debuted, we knew they offered a significant opportunity to continue to grow our customer acquisition efforts via paid search," said Jeremy Post, director of acquisition marketing at ModCloth.  "The challenge was improving our merchant feed and developing a PLA campaign that was scalable across thousands of SKUs. Adchemy has helped us optimize our merchant feed specifically for PLAs; we've completely restructured our PLA campaign; and day-to-day PLA campaign management is much simpler. And, most importantly, impressions, click-throughs and revenue have scaled quickly and dramatically."

How Adchemy Works
All Adchemy software solutions are powered by the Adchemy IntentGraph, a rich and comprehensive semantic graph of over 100 million retail products, their attributes and associated consumer intents. By leveraging the Adchemy IntentGraph, marketers can enrich and optimize their merchant feeds and build well-structured PLA campaigns within minutes. The Adchemy IntentGraph also scales targeted promotional text, gives marketers more control over their bids and provides predictive insights, all of which allow marketers to unlock massive untapped opportunities for revenue and market share growth.

"Brands of all sizes are realizing that improving their merchant feeds and optimizing their PLA campaigns requires not only significant resources, but also sophisticated technology," said Murthy Nukala, CEO of Adchemy. "ModCloth's foresight in optimizing its PLA campaign from end-to-end has allowed it to raise the bar for PLA performance."


About Adchemy®
Adchemy® creates beautiful marketing software for the enterprise. Listed by The Wall Street Journal as one of the top 50 venture-backed companies in the U.S. in 2010, Adchemy, Inc. is a rapidly growing Silicon Valley company backed by August Capital, Mayfield Fund, and Microsoft. For more information, please visit



SOURCE Adchemy