Optimising international e-commerce profitability
Context
Moondream, a leader in technical curtains, operates in a highly competitive international e–commerce market (France, Germany, the United States and seven other European countries). In 2025, faced with a general increase in acquisition costs and measurement (tracking) instabilities, the major challenge was to shift from a volume–based approach to one based on real profitability.
Objectives
- Optimise ROAS (Return on Advertising Spend): Identify and prioritise products with high margin contributions.
- Regain control over automation: Move away from ‘fully automatic’ to better manage distribution across strategic segments.
- Agile internationalisation: Support growth in high–potential markets with tailored campaign structures.
Achievements
- Shopping ‘Top vs Low’ restructuring: Abandoning generic structures in favour of granular flow segmentation. Best–sellers and high–margin products (Top) benefit from dedicated budgets, while the rest of the catalogue (Low) is managed with strict bidding to limit budget waste.
- Taking back control (PMAX migration to Shopping): In the US and several European markets, Performance Max campaigns have been replaced by Standard Shopping campaigns. This strategic choice has made it possible to filter out unqualified traffic and refine keyword targeting.
- Inventory Clean-up and Quality: Audit and systematic exclusion of unqualified display placements and duplicate feeds to focus investment on the hottest purchase intentions.
The results
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