YaMe.vn

Driving stronger performance by pairing Brand Consideration with GMV Max in a full-funnel strategy

7.4 x

New Buyer Acquisition Rate*

6.2 x

Conversion Rate*

TLDR

Full-Funnel Growth for YaMe.vn

YaMe.vn paired Brand Consideration Ads with GMV Max and allocated 53% of budget to consideration, outperforming GMV Max alone with a 7.4x higher new buyer acquisition rate and 6.2x higher conversion rate in Dec 2025.

Use Brand Consideration Ads to reach fashion-interested audiences who have not yet interacted with the brand.
Retarget those warm audiences with GMV Max to improve conversion efficiency.

The Objective

YaMe.vn is a Vietnamese fashion brand built on the philosophy that every body type deserves a “perfect fit”. Moving away from mass-produced designs, the brand focuses on offering tailored styles for diverse physiques.

While the team was already using conversion-focused tools to drive immediate sales, they saw an opportunity to scale overall store Gross Merchandise Value (GMV) even further.

The Solution

To achieve this, YaMe.vn adopted a full-funnel marketing approach. Rather than relying solely on bottom-of-funnel tactics, the brand introduced Brand Consideration Ads alongside GMV Max, strategically allocating 53% of its total ad budget to the consideration phase.

This created a highly effective two-step engine:

Step 1: Building Demand with Brand Consideration Ads

Brand Consideration Ads target users who are already interested in the fashion category but have not yet interacted with the brand. Instead of pushing for immediate purchases, these ads introduced the brand, built familiarity, and sparked interest early in the customer journey. Over time, this created a pool of warm, high-intent audiences who were more likely to convert.

Step 2: Converting with GMV Max

Once the demand was established, GMV Max took over. By retargeting the warm audiences, GMV Max was able to drive conversions more effectively as it focused on shoppers who had already shown interest rather than reaching completely new users.

The Result

Compared to running GMV Max campaigns alone, this full-funnel approach delivered significantly stronger efficiency. YaMe.vn achieved a 7.4x increase in new buyer acquisition rate and a 6.2x increase in overall conversion rate, demonstrating how warming up audiences earlier in the journey can directly improve downstream performance. By building demand upfront, brands can unlock stronger reach, higher-quality traffic, and more efficient conversions.

*Performance based on a comparison between campaigns using Brand Consideration Ads alongside GMV Max from 1 Dec 2025 to 31 Dec 2025, and GMV Max campaigns without Brand Consideration Ads.

Your questions, answered

Business Help Center

How did YaMe.vn use Brand Consideration Ads and GMV Max together?

YaMe.vn used a two-step full-funnel approach. Brand Consideration Ads built familiarity with people interested in fashion who had not interacted with the brand yet, then GMV Max retargeted those warmer audiences to support conversions.

Why allocate budget to the consideration phase?

YaMe.vn allocated 53% of its total ad budget to consideration to create a pool of warm, high-intent audiences earlier in the customer journey. That setup helped GMV Max focus on shoppers who had already shown interest.

What results did the full-funnel strategy achieve?

Compared with running GMV Max alone, the combined approach led to a 7.4x increase in new buyer acquisition rate and a 6.2x increase in overall conversion rate. The comparison covered campaigns from 1 Dec 2025 to 31 Dec 2025.