With so many things going on all at once, it can become quite overwhelming very quickly if there’s no strategy in place.
This is the same situation this one fashion eCommerce brand found itself in.
Decreasing sales. Tons of ad strategies in effect. Little traction.
Overwhelmed would be an understatement the CEO, Matthew, felt.
Matthew had just acquired this eCommerce brand a couple of months back prior to Q4.
And while Q4 ended up being quite profitable for the brand, Q1 was not looking so good.
There were a lot of things to get done, starting from the foundation all the way up to relaunching the ads with better strategies.
At the time, we didn’t know just how deep into the roots we would need to go with the brand to fix up the foundation and consistently scale.
Here’s what happened and what we did.
A Strategy for Scaling This Fashion Ecommerce Brand To $294k+ / Month
Most eCommerce store owners fail to understand that real scale begins with the foundation.
The fancy strategies you implement on your ad account are just icing on top of the cake.
Our approach for this brand also began with the foundation.
And as we moved through foundational work, we came across many fundamental issues that had prevented the brand from growing.
Working through them really helped us to get to the final stage of the strategy; scaling.
Let’s begin with the foundation.
Resolving Foundational Issues
Before we dive deep into our strategy for the foundation, let’s first understand what makes up the foundation for Google ads.
In simple terms, the foundation for Google ads is everything the platform relies on to achieve scale.
The SEO.
The product data feed.
Every ad platform is different but with Google ads, these three make up the majority of the foundation.
And that’s simply because there is no interest targeting available with Google.
You can’t just launch a shopping or search campaign and tell the algorithm exactly who you want to target.
We began working on the product title in terms of search engine optimization techniques and focused on three key elements:
- Relevancy
- Competitors
- Search volume
This involved conducting keyword research and understanding which ones best fit the situation.
In terms of the product data feed, the brand was riddled with severe product disapprovals and suspensions.
A BIG red flag in Google’s eyes.
The merchant center is a direct signal to the algorithm regarding the overall health of the account.
The more the errors, the higher the ad costs as this signals the algorithm that your brand isn’t following directions.
The final piece of the puzzle was the landing page.
While we didn’t directly modify the landing page, we did help provide a strategic approach to improve it overall.
This was doing keeping only one thing in mind:
- The perfect audience this brand serves
Reality is, too many eCommerce brands end up copying other websites and providing a landing page experience that is fake.
It doesn’t directly relate to the audience and as a result, it repels customers away rather than attract them.
But once the foundational issues were all sorted out, it was time to work on the ad strategy.
Developing the Google Ads Campaign Strategy
While there were many things that were going wrong with this brand, there was one thing that helped us strategize:
Previous data.
By the time we began working with this brand, it had already spent over $214,000 on Google ads.
And despite conversion tracking issues and everything else, this ad spend had still been done on the account level.
We knew disregarding this ad spend and starting manual campaigns would not be ideal in any way.
So keeping this in mind, we developed a shopping & search campaign strategy.
2:2:2 Established Launch Strategy
The 2:2:2 launch strategy is an extension to the 2:1:1 launch strategy we’ve been using for the majority of brands.
In simple terms, this launch strategy refers to:
2: Shopping Campaigns
2: Search Campaigns
2: Display / Discovery / Youtube Campaigns
A total mixture of campaign types combined with an unique segregation approach to get an extremely holistic approach with Google.
Keep in mind, any strategy we launch is determined based on previous results.
This specific ad account had been active and spending money on Google since mid-2021.
As a result, it had hundreds of thousands in adspend data we could use to further drive the brand forward.
We created each of these campaign types based on certain segregation techniques that let us divide based on commonalities.
Our shopping campaigns were separated based on a ‘best sellers vs losers’ approach while our search campaigns were ‘cold traffic vs hot traffic’.
The third “2”, which referred to display campaigns in this case, was designed to close any gaps in the funnel.
This strategy is fairly unique because it can be molded and adjusted to fit the daily budget your brand has to spend.
Foundational Optimizations
With the new campaigns in effect, we worked on optimizing the backend.
The foundation.
Most eCommerce brand owners don’t realize that the foundation is where the majority of scale is created.
Reality is, new campaigns can be launched in minutes on Google ads.
The hard part is getting the foundation strong enough to support those campaigns.
We edited the product titles to incorporate more of the SEO keywords we had found via research.
This led to us doing product feed changes as well, such as adding product categories or customizing product categories.
There were thousands of products within this brand so we focused on those getting traction.
The newly launched campaigns began to take off in terms of scale just as we finished this process.
It was time for optimizations.
BBAK Optimization Method
I’ve already covered the BBAK optimization method in another case study of ours but the way it works is fairly simple.
BBAK stands for:
- Bids
- Budgets
- Audiences
- Keywords
Depending on whether standard shopping campaigns are running or Performance Max, this approach can be adjusted accordingly.
In simple terms, this strategy mentions that you should be optimizing the bids, budgets, or any of the other two every 7 to 14 days only.
And keeping it simple is the best strategy here.
Sales increasing or ROI above expectations?
Increase bids / budgets.
Sales slowing down or unprofitable?
Decrease bids / budgets.
Get rid of irrelevant keywords and lower bids on audiences.
The key here is to give the algorithm 7 to 14 days to optimize after every single change.
Scaling Phase
Once the campaigns had been running for 14 – 21 days at decent budgets, it was time to scale to the next level.
The scaling strategy we implemented here was pretty simple and straightforward.
We knew that because this was a fashion eCommerce brand, it wouldn’t make sense to just focus on bids and budgets.
Competition is fierce with eCommerce & scaling by just increasing bids is a losing strategy.
We shifted our focus to scale by:
> Targeting more countries the brand services
> Adding more campaign types
> Further optimizing backend based on new data
> Adding further segregation
As we focused on increasing budgets and bids, we began to target more countries.
This brand could ship to Canada as well so it was extremely effective to use winning ad copies and other strategies to expand.
During this process, we also further tested Youtube campaigns and display campaigns to get traffic from all angles.
At this point, there was a lot of new data coming in. Instead of letting it just pile up, we used it to make the landing pages even better.
Mostly via SEO and competitor analysis.
It was a lot of nitty gritty work but it eventually led us to surpass our expectations and initial goals we had set.
Every single piece of the puzzle worked together to get this brand to $307,417 per month.
Working With A Google Ads Agency
Regardless of whether you run a fashion eCommerce brand or one in another niche, it’s super crucial to have the right strategies at play.
That also means you need the right team handling your Google ads for you.
At Your Marketing, we’ve been able to scale 103+ eCommerce brands as of this writing in the past 2 years alone.
At a 4.97x+ ROAS on average.
Doing $40,000+ per month and want to scale to the next level with Google ads?
Schedule a FREE call with me and get a strategy report that outlines the leaks in your brand’s strategy, potential solutions, and how we can work together to scale to the next level.
No obligations.
