MiH Jeans brings in FusePump to establish itself on Google Shopping


By Jennifer Faull, Deputy Editor

December 5, 2014 | 2 min read

MiH Jeans has hired FusePump as it looks to build a stronger presence on Google Shopping.

The British fashion brand is just weeks into the partnership, but has already made a number of changes to its website and is using two custom built product data feeds to to boost its ranking with Google in the UK and US.

“Our FusePump contact pointed out that some of our items didn’t have a colour or a fabric attribute, and that some of the product pages were not loading correctly,” said Guusje Wentrup, head of commerce at MiH Jeans of the website, which has 140 products listed at any one time.

“These errors could have stopped us being ranked for our target keywords on Google – or from appearing at all. It was extremely useful feedback, and we’ve fixed our website as a result.

“We are now highly visible within this important channel, so that customers searching for ‘Bodycon Jeans’, for example, will not only find our products, but be able to see the current price and full details, and click through knowing that the item will be in stock,” he continued.

FusePump will continue to work with the brand to gather product information daily to supply accurate and up-to-date data to Google.

Additionally, MiH has introduced Custom Labels within its product data feeds in order to better manage its AdWords account and segment products.

“We can also adjust our bids on product listing ads based on the Custom Labels, which has been really useful in preserving our PPC budget,” added Wentrup.

Earlier this year, Wunderman acquired FusePump, whose clients include Tesco, Asos, O2, Nokia, Sony and Sky, and brought it under its data and insights division.

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