Men’s Fashion Apparel Ecommerce – Paid Marketing Case Study
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- Men’s Fashion Apparel Ecommerce – Paid Marketing Case Study
Our Work Speaks Louder Than Words!
YoY Growth In Revenue
Orders Increased
Increase In ROAS
Users Increased
About The Company
A popular USA and India-based men’s fashion ecommerce brand was facing trouble getting conversions and generating revenue. Though the company invested in Google Ads and Facebook ads, the ROI was not satisfying. Thanks to AdtoRise, the transactions and revenue just doubled. This fashion brand case study talks about how AdtoRise took over the men’s apparel brand project, what challenges were initially faced, and what processes were implemented by AdtoRise to help the brand get great ROI in just a year.
Initial Challenges
After reviewing the fashion brand’s performance for ongoing Google and Facebook ad campaigns, AdtoRise concluded that the company’s advertising efforts were not error-free. Thus, the brand was getting poor conversion rates and having difficulty generating revenues. This fashion ecommerce case study will unfold the initial challenges faced by AdtoRise team and what we did to resolve these problems.
The key findings or the challenges that needed to be resolved on priority are mentioned below:
- Poor Conversion & Low ROI
The PPC ad campaign was not set up correctly. The ads also did not reflect the business accurately. However, the location and a few keywords were rightly targeted. That is probably why a good amount of search traffic was landing on the brand’s website for the targeted keywords. But a significant portion of that traffic was not getting converted. As a result, the sales were not increasing, and the brand received poor ROI.
- Improper Ad Structure
The ad campaigns were not properly optimized. Therefore the ROI was low even though the cost was high. Being a reputed men’s fashion apparel ecommerce brand, it offers a wide variety of clothing items. But we discovered that products from different categories were all included in a single shopping campaign. In addition, the shopping campaigns were not optimized based on various products and the best-performing locations. There were no remarketing efforts as well.
- Different Types of Products Promotion through Single Campaign
There were different product categories on the D2C ecommerce website. But all the products were getting promoted through a single PPC campaign. There were not even separate ad groups in the campaign. Therefore comparing which product performed better and having complete control of the budget seemed next to impossible.
- Lack of Feed Optimization
Google shopping feed offers various specifications which can be added to ads to make them look visually appealing and stand out from the crowd. No such effort was taken for the ads in this campaign. We found out that in each ad, the product title was not optimized, there was no clear product detail mentioned in the titles. There was no product size or additional images mentioned. The CTR was not improving due to no offer, discount, or sale price mentioned. We checked the Google Merchant Center account of the brand and found that errors were kept unsolved there as well.
- Faulty Set-Up Process of Tracking Code
There was no proper tracking code set for Google Ads in Google Analytics account. Therefore incorrect data was being received, which also caused traffic issues in Google Analytics.
The Road to Success
You have reached the most important segment of this ecommerce case study now. Here we will talk about how after analyzing the entire Google Ad campaign of the fashion brand, we start our process to fix the problems and boost ROI.
Here’s the step-by-step process:
Step 1: Fixed tracking code setup for Google Ads & Google Analytics
While analyzing, we found out that there was no proper tracking code set for Google Ads and Google Analytics. Therefore, while optimizing, the first thing we did was fix the tracking code setup. Only then could we see which keywords, ad groups, ads, and campaigns perform best. We also got clarity on consumer interaction with the ads on different devices and web browsers. This also helps in understanding the ROI and making more informed decisions on ad spending.
Step 2: Restructured Google Ad Account
The ad accounts were not properly structured. Therefore, we did a keyword analysis first, keeping the brand in mind. Then we created search campaigns targeting the brand keywords and a few competitors’ keywords. We also created separate shopping campaigns for each product category to have clarity in best-performing products and better control of ad spending. We also created dynamic remarketing campaigns to convert the website visitors into customers. As the brand is India and US based, we put our efforts into performance max campaigns for each product category targeting different countries.
Step 3: Optimized Shopping Feed
A well-optimized shopping feed increases the visibility of a Google search ad. As a result, the possibility of somebody searching for the product and making a purchase also increases. Therefore we optimized the shopping feed of the brand’s ad campaign. The first thing we did was add a new plugin for the shopping feed in Shopify. Then we did keyword analysis and optimized the ad titles based on the relevant keywords’ search volume and trend. We passed these optimized ad titles into the Google shopping feed. We also gave product specifications, such as color, size, pattern, material, age group, additional images, etc. The next thing we did was segment each product type according to collections. We added promotional coupon codes and sale prices of products. After that, we created a supplemental feed to pass additional features of the products in the primary shopping feed. These efforts improved the CTR and visibility of ads in the shopping tab. To maintain consistency, we continued monitoring and optimizing the feed regularly.
Step 4: Optimized the Account
We got better control over unwanted spending by adding negative keywords and optimizing the ad texts. We analyzed the shopping campaigns and excluded the non-performing products and locations. We also optimized the targeting bids, such as ad scheduling, device type, and locations. Adding ad extensions, such as sitelink, image, callout, snippets, etc., was also an important step we took. We maintained consistency for new and existing products by optimizing the campaigns regularly. Besides the conventional techniques, we also experimented with a few things like creating performance max campaigns, launching DSA campaigns, introducing automatic bidding strategy, etc. To boost revenue, we used the Return On Ad Spend (ROAS) model as well and achieved excellent results.
By executing all our optimization strategies one after another and monitoring the campaign performance regularly, we successfully boosted the ad campaign performance, improved holiday sales opportunities, and increased brand visibility.
What Our Client saying
Mr. Ilesh Ghevariya
"French Crown is a globally recognized premium clothing brand for men and women in USA, UK, Canada, India, Australia and 90 more countries. French Crown offers a wide range of stylish and sustainable clothing. It’s collections are designed with latest trends in mind, ensuing that you can look and feel you best while making a positive impact."
Outcomes
#1 Product/Campaign type we want to focus
Primary Category – Shirts + Performance Max campaigns
- Button Down Shirts
- Checked Shirts
- Cotton Shirts
- Linen Shirts
- Overshirt
- Printed Shirt
- Striped Shirts
We have segmented all the shirts category into separate product type and pushed this in Performance Max Campaign
Shopping Feed Optimization was a big boost for Pmax campaign
We have optimized feed to keep below things in mind
- Passed maximum keywords and details in product title such as material, pattern, size, color, product type etc.
- Optimized feed based on Product Type, Material, Color, Pattern, Age Group, Condition, Gender and Google Product Categories
- We have also set the right product image with proper angle which works well in shopping Ad
- We have also passed additional image link for better exposure
#2 Impact on ROAS, Conversions & Conversion value
Comparison data of Jan 2023 with Jan 2022
Impact on Conversions (Only Shirts / Pmax campaigns)
- 788% Orders increased
Impact on Conversion Value
- 700% Revenue increased
#3 Google Ads PMax Campaign (3 month Comparison)
Comparison from Nov 2022 to Jan 2023 with Aug 2022 to Oct 2022 (Only Shirts / PMAX campaign)
- Cost increased by 75%
- Conversions increased by 75%
- Revenue increased by 68%
- ROI is the same
- View-through conversions increased by 46%
#4 Overall impact on Search/Brand campaigns
Comparison of Jan 2023 with Jan 2022
- 150% Conversions increased
- 123% Revenue Increased
- 60% ROAS increased
#5 Changes in Users, New Users, Transactions and Revenue.
- 200% users increased
- 208% New users increased
- 120% Transactions increased
- 100% Revenue increased
If you would like generate leads and ROAS from Online Advertising for your Fashion e-Commerce Store or any other project, feel free to contact us. Our expert paid marketing team will be happy to help you.
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