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Background:
ItsHot.com, a luxury retailer of diamonds, fine jewelry, and watches, faced significant obstacles in driving profit through Google Shopping and paid search ads. Key issues included fraud, offline orders, inefficient paid search campaigns, and a lengthy sales cycle.

Investigating the Account:
Four primary challenges were identified:
1. Fraudulent Purchases: A substantial portion of daily purchases were fraudulent, complicating revenue tracking and bidding decisions.
2. Offline Orders: Many transactions occurred manually, requiring timely inclusion in order to influence bidding.
3. Inefficient Paid Search Program: The program was unprofitable due to poorly performing keywords.
4. Long Sales Cycle: High-value products led to a longer attribution window (60 days vs 30 days), making sales attribution challenging.

Solution:
Omnitail implemented the following strategies:

1. Fraud Tracking and Removal: Automated fraud reporting was integrated into bidding systems, ensuring fraudulent orders were excluded from spending. Fraud metrics were included in KPI reporting.
2. Enhanced Attribution Model: Switched to a 60-day attribution model to better capture the consideration phase for high-value products.
3. Paid Search Optimization: Identified and optimized keywords, cutting unprofitable spend while increasing revenue. This led to program profitability and enabled increased investment.
4. Manual Order Integration: Daily manual order data was synced with bidding and reporting systems, allowing these orders to be accounted for in real-time.

Metrics and Results:
In the first year with Omnitail:
- Valid orders increased by 255%
- Average order value grew by 16%
- Valid revenue rose by 230%
- The SEM program achieved profitability, leading to continued sales growth.