Driving campaign efficiency and relevance for Jeans Centre with Channable and De Nieuwe Zaak

Jeans Centre has been a prominent name in the Dutch denim fashion segment for almost 50 years. Known as the most friendly jeans specialist and recognized for its service and denim expertise, Jeans Centre offers a wide range of denim and seasonal fashion for women, men, and children through nearly 90 physical stores and a growing online presence.

Their product lineup features over ten renowned brands, including Garcia, Wrangler, MUD Jeans, and more, targeting a trend-conscious yet loyal customer base.

Managing seasonal products & manual campaign setup

As a retailer with a diverse range of seasonal products, Jeans Centre faced several operational challenges:

• Seasonal product management: Products such as shorts were taken offline once the season ended, yet there was still unsold stock. This manual process of pausing campaigns for irrelevant products consumed time and increased the risk of products being advertised without availability.

• Manual campaign creation for new brands: Launching campaigns for new products and brands required manual setup of campaigns, ad groups, keywords, and ads, which slowed the time-to-market and left room for human error.

Ads automation with Channable

To tackle these challenges, Jeans Centre partnered with De Nieuwe Zaak and integrated Channable to automate their advertising campaigns. Through the use of Channable’s automation for Google Ads, they implemented a system where:

• Automated pausing for out-of-stock products: If a product was no longer available in the webshop, Channable would automatically pause the related campaign, ad group, or keyword. Once the product became available again, the system would automatically resume the ads. This significantly reduced the risk of promoting products that customers could no longer purchase.

• Efficient campaign management for new products: Channable allowed Jeans Centre to rapidly create new campaigns, ad groups, and keywords in bulk for new product launches, speeding up the process and maintaining a consistent structure across all campaigns.

Efficiency & enhanced relevance

The results were clear in two key areas:

1. Time efficiency: The automation of advertising campaigns saved Jeans Centre significant time, eliminating the need for manual creation of campaigns and pausing irrelevant keywords. For seasonal products and new brands, campaigns went live faster, with minimal manual intervention.

2. Enhanced relevance and cost savings: By automatically pausing ads for irrelevant products, Jeans Centre avoided wasted spend on underperforming keywords. This allowed them to shift their budget towards more relevant, profitable keywords, increasing the overall profitability of their campaigns.

Although it will take more time to fully quantify the financial impact due to the seasonality of their products, Jeans Centre expects improved profitability in the long run by focusing their ad spend on relevant search terms and reducing wasted budget.

Key features for Jeans Centre's success

• Master rules and ad group-level automation: With Channable’s master rules, Jeans Centre could set up keyword structures across multiple campaigns with ease. Ad group-level rules allowed them to include or exclude specific keywords, ensuring that only the most relevant terms were used.

• Bulk changes: Channable’s bulk-editing capabilities enabled Jeans Centre to make large-scale updates quickly, saving time and maintaining consistency across campaigns.

Seamless collaboration

Nienke Wildeman, Advertising Lead at De Nieuwe Zaak, highlighted the close collaboration between De Nieuwe Zaak, Robel Mehari, Advertising Specialist at Jeans Centre, and Channable’s support team.

Whether through email or phone, Channable’s team provided timely assistance, helping everyone think through solutions for any issues that arose.

Robel and De Nieuwe Zaak’s expertise in advertising, combined with Channable’s powerful automation, played a crucial role in the success of this project.

Driving growth with automated ad solutions

By leveraging Channable’s Google Ads solution, Jeans Centre and De Nieuwe Zaak were able to enhance campaign efficiency, reduce manual workload, and improve ad relevance, setting the stage for continued growth and profitability in their online advertising efforts.