Niche: Fashion
Country: UK
Spend: £303k
Conversion Value: £1.27M
ROAS: 4.21x
OVERVIEW:
The brand deals in Fashion for age groups between 18 to 55 and provides a wide range of categories and subcategories for all types of occasions and casual wear at an affordable price.
We are working with this client for almost the last 1 year. When we started a contract with this client at that time Google ads results weren’t good for this brand. We started work with the objective of increasing conversions through Google ads on a profitable ROAS which was around 3.
They were getting organic sales using influencers. But they were not able to scale up the revenues by doing organic marketing and it was a difficult situation for them because Google ads campaigns were not generating expected results for them.
Their goal was to achieve a revenue of at least 1M with a minimum ROAS of 3x during the initial 12 months.
It is for the first time that they started doing Google ads with us and were very clear from Day 1 that they want to improve results through google ads and hit a 1M target within the next 12 Months with a minimum 3x ROAS.s
CHALLENGES:
We faced a lot of challenges in this brand because nothing was up-to mark as a point of website and Google ads campaigns structure. We spend enough time preparing a recommendation doc that explained to clients and developers what changes we required on the website to achieve the expected results.
The existing set-up campaigns structure was not good so very difficult for us to optimize them to improve the results. If we have the right campaign structure that helps a lot to give the right direction to campaigns and optimize them easily to generate good results.
WEBSITE & PRODUCT PAGE OPTIMIZATION:
Website & product page optimization is a top priority task when you run an eCommerce store because google picks data related to products from the website. We optimized the below part of the website & products.
Improve Loading Speed: As we all know fast website loading speed help a lot to increase the conversion rate. We increased the website loading speed for desktop and mobile to decrease the bounce rate and increase the sale flow.
Product Detail Page: Useful product page information convince to audience take desired action so we focused on the blow parts of the product detail to optimize:
- Images from every angle of the product.
- Ability to zoom into an image.
- Video overview.
- Inventory, stock status, or delivery timeframe.
- Q & A.
- Reviews.
- Detailed specifications.
Cross-Sell Relevancy: There’s no easier way to increase your AOV (average order value) than to make a relevant suggestion for your potential audience. We worked on cross-sell relevancy which worked well.
PRODUCT FEED OPTIMIZATION:
Product feed optimization is an integral part of the success of eCommerce stores. Because google fetches all data from the product feed to display ads in front of users, if your feed is well optimized then Google will display your ads to the right audience. We performed the below tasks to optimize the feed.
Added Missing GTINs: The Global Trade Item Number or GTIN has become a significant part of the optimization process. Google uses the GTIN to pull from the supplier’s catalog and place your ad into an auction with the other resellers of the same product.
Choose The Right Product Image: Product Image is the first thing shoppers see when your ad is shown. We used the right image that help to stand out our products in the crowd.
Sales & Merchant Promotions: In GMC we took full advantage of the promotion option to display specific discount offer that helped us to increase the CTR and conversion rates.
Created Custom Labels: You’re probably already familiar with using custom labels. We have used custom labels to segregate products.
Assigned Product Categories: Product categories provide detailed information about your products to Google that helps customers to find what they’re shopping for and helps you to keep your products organized. We assigned all products to accurate categories that are really important for every e-commerce store.
Added Additional Product Info: We optimized additional product data to provide more information to Google about products so Google can display ads to an accurate audience.
- Age group
- Gender
- Color
- Size
CAMPAIGNS SETUP:
We created Search, Shopping, and Performance Max campaigns.
Search Campaigns: We took advantage of the historical data and launched search campaigns only for the best-performing products and categories.
We researched the most relevant keywords and did proper keyword grouping, and wrote ad copies. In each search campaign, we used proper ads extension to display more information in each ad.
In each ad group, we used the most relevant and high buying intent keywords in the phrase match. We also added pre-negative keywords too to prevent unwanted clicks.
Launched DSA Campaign: DSA stands for dynamic search ads. We set up a DSA campaign to exclude keywords using the search campaigns and brand. DSA campaign triggered a new search term that converted to generate sales.
Shopping Campaigns: We launched standard shopping campaigns with proper structure. In each campaign we did proper grouping basis on the products so can optimize them in the deep label and send only quality traffic on the website.
We launched standard shopping campaigns for all products to find more winners products.
Performance Max Campaigns: We launched performance max campaigns only for the best performing products according to historical data. We created proper assets in each Pmax campaign with proper images and text.
In the Audience signal, we selected customer data, In-marketing audience, custom audience, and select proper demographics setting to give the right signal to Google about the target audience.
BUDGET ALLOCATION:
We used a 20% budget for search campaigns, 35% budget for shopping campaigns, and 45% budget for Performance max campaigns.
OPTIMIZED CAMPAIGNS:
Search & Standard Shopping Campaigns: We optimized the search and standard shopping campaigns from every corner and focus on the performing keywords / Products, ad groups, and campaigns.
- Paused all non-performing keywords & products
- Optimized search terms to close the door for all irreverent and unwanted search terms.
- Optimized bid to increase impression share to get more clicks and sales
- Paused non-performing ads in search campaigns
- Paused poor CTR ads in the search campaigns
- Optimized ads with new angles and ideas in search campaigns
- Excluded non-performing products in standard shopping campaigns
- Optimize bid basis on the devices, geographics, and demographics performance
Performance Max Campaigns: Basis on the data we exclude products in Pmax campaigns that were not performing. We observed the Pmax campaign on the geographics and channel basis performing and taking the next action to scale campaigns.
SCALING:
Search Campaigns: We have launched new SKAG campaigns to give a dedicated budget to performing keywords and products. And increased by 20% budget after reviewing weekly performance.
Launched New Search Campaigns: We launched new search campaigns basis on the shopping ads DSA campaigns converted search terms that help to increase the sales flow.
Launched Smart Shopping Campaigns: Basis on the data we found more winners’ products and launched smart shopping campaigns for them that give a boost to sales and overall ROAS. We paused more and more budget on the performing campaigns to acquire more and more sales every day.
Launched Pmax Campaigns: We launched new Pmax campaigns with new winner products to display ads for them on different channels. New launched Pmax campaigns also gave a good push to sales flow and we increase daily spending.
RESULTS:
This fashion brand was a fast success and went viral within the niche community that we were targeting. After just seven months, £303k in ad spend, generated a £1.27M conversion value with 4.21x ROAS.
Published by
Sukhjeet Singh (Founder, Ad Click Pro)
We Help E-Commerce Businesses to Generate Good Revenue Every Month Using Google Ads
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