Background
Carpex is a well-established e-commerce brand known for its innovative scenting and cleaning solutions, offering a diverse range of products for both individual consumers and businesses. With a broad product portfolio and an active presence across multiple online channels.
Carpex aimed to find the most effective way to increase campaign efficiency and maximize return on ad spend. To achieve this, the brand began working with Optifeed, leveraging its technology and data-driven approach to optimize product feed across its digital marketing efforts.
Goal
Carpex aimed to evaluate the effect of marketing efforts on products with the highest scores in Optifeed’s OptiScore product scoring algorithm. By focusing on these high-performing products:
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The brand sought to optimize campaign efficiency,
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Maximize return on ad spend (ROAS)
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Identify which products drive the most significant growth across its digital channels.
What is OptiScore?
OptiScore is an advanced product scoring algorithm developed by Optifeed to evaluate and rank e-commerce products based on various performance metrics. Unlike basic scoring tools, OptiScore analyzes factors such as stock levels, sales trends, conversion rates, and more than 30+ metrics. By processing these data points with weighted multipliers, it provides a dynamic and actionable score for each product. This enables e-commerce managers to make data-driven decisions, prioritize high-performing products, and optimize marketing strategies effectively.
Solution
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Feed Optimization: Optifeed ensures that product data is sent accurately and up-to-date by creating enriched product feeds compatible with marketing platforms.
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OptiScore Usage: Products were evaluated and tagged with internal label based on their OptiScore ratings, categorized as Excellent, Good, Average, Below Average, Poor, and Very Poor. This enabled precise targeting of high-performing products within marketing campaigns.
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Campaign Setup: Two campaigns were launched simultaneously using the same budget and time frame: one targeting all products as a baseline, and the other focusing only on products with high OptiScore ratings. The impact of prioritizing high-performing products was then analyzed to evaluate performance differences.
Results
Products with high OptiScore ratings drew more attention compared to other products:
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+63% uplift in ROAS
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+28% increase in CR
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+8% increase in CTR
These results underscore the effectiveness of prioritizing high-performing products in marketing campaigns, leading to enhanced campaign performance and more accurate use of marketing budgets.
| Metrics | Results |
| ROAS | +63% |
| CR | +28% |
| CTR | +8% |
Agency Comment
By leveraging Optifeed’s OptiScore technology, we developed a data-driven, product-focused strategy. This allowed us to direct our ad investments toward the products with the highest return potential, achieving sustainable profitability growth. Moreover, by matching the right products with the right audience, we achieved a 28% increase in conversion rate.
When combined with Meta’s evolving algorithm, it’s almost impossible not to see strong results from OptiScore. I highly recommend it to everyone.
Founder & Digital Marketing Consultant at Convertics - Can Durmaz
Conclusion
Carpex achieved a remarkable increase in advertising performance and profitability thanks to Optifeed’s advanced feed optimization and product scoring algorithm OptiScore, which enabled the brand to focus marketing efforts on high-performing products and allocate budgets more effectively.
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