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Ads Case Study

Ads Case Study

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We’re not your typical agency.

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Collaborative
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Initial Setup:

Platform:

Google Ads (Search and Shopping campaigns)

Objective:

Drive sales for a mid-range fashion brand.

Target Audience:

Women aged 25-45, interested in sustainable fashion and ethical clothing.

Keywords:

Focused on branded keywords (product names), long-tail keywords related to sustainable fashion, and competitor brands.

Initial Bids:

Set to automatic bidding, aiming for maximized clicks.

Campaign Performance (Initial Results):

Conversion Rate (CR):

2.5%

Cost per Acquisition (CPA):

$50 (higher than client’s desired target of $35)

ROI:

Suboptimal, as the cost was cutting into the margins.

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Optimization Process:

1. Keyword Refinement:

Action: Analyzed search term reports to identify non-converting and irrelevant keywords. Implemented negative keywords to filter out low-intent searchers.

Result: This reduced wasted spend by about 15%, increasing overall relevance.

2. Bid Strategy Adjustment:

Action: Shifted from automatic bidding to manual CPC bidding for better control. Increased bids on high-performing keywords and reduced bids on low-converting ones.

Result: Improved the quality of traffic by targeting higher-value search queries.

3.Ad Copy Optimization:

Action: Tested different headlines and descriptions to improve ad relevance and click-through rates (CTR). Emphasized unique selling propositions like "100% Sustainable" and "Free Shipping on Orders Over $50."

Result: Increased CTR from 3.2% to 5.5%, driving more qualified clicks.

4. Landing Page Testing:

Action: Conducted A/B testing on landing pages to improve user experience (UX) and reduce bounce rates. Focused on simplifying the checkout process and highlighting customer reviews.

Result: Improved conversion rate from 2.5% to 3.7%.

5. Audience Targeting:

Action: Implemented remarketing campaigns targeting users who visited the site but didn’t convert. Added lookalike audiences based on previous converters.

Result: Increased conversion rates in remarketing by 60%.

6. Device and Time Optimization:

Action: Analyzed performance by device and time of day. Increased bids for mobile users and scheduled ads during peak purchasing hours (evenings and weekends).

Result: Better budget allocation, with higher ROI during optimal times.

Final Results (after optimization):

Conversion Rate (CR):
3.7%
Cost per Acquisition (CPA):
Reduced to $32 (below the target of $35)
ROI:
Significantly improved, with a 25% increase in overall return on ad spend (ROAS).
This optimization process helped the client reduce costs, increase sales, and achieve a profitable return on investment.

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