How a Strategic PPC Approach Boosted Online Sales and Improved ROAS for a Fashion Brand

Learn how our tailored Google Ads strategy helped a fashion brand significantly improve online sales performance and achieve stronger return on ad spend.

40%

Increase ROAS

78%

Increase Online Sale

About Bloom Living Co

With great pride and happiness, we announce that Webskitters Technology Solutions Pvt. Ltd. is expanding. We are opening a new branch in Durgapur. Our company is spreading its wings at a phenomenal speed, thanks to the creative and trustworthy team by our side. Similar to our other branches, our Durgapur branch will also provide all kinds of IT services under UI/UX Design, Web Development, Mobile App Development, Digital Marketing, Artificial Intelligence, and the Internet of Things. Together with an outstanding team, we hope to continue thriving exceptionally in this new journey and create better prospects.

With mobile applications becoming a trend, I decided to give it a shot for my newly-launched business. I was looking for a good app developer, then my friend recommended Webskitters to me. I still thank my friend for the suggestion. Since the day I had contacted Webskitters for the first time, they had been so friendly and understanding. They also developed an excellent mobile application for my business. It was great having them to resolve my business problems.

Industry

Fashion

Technology Used

Google ADS

Service Used

Project Duration

1-2 Years

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Objectives

Increase online sales from Google Ads while reducing the cost per conversion. The client was facing challenges with low sales volume and high advertising expenses, which were impacting overall business performance. Our primary goal was to address these concerns by optimizing the performance of their Google Ads campaigns to achieve a higher return on ad spend (ROAS) and lower cost per acquisition (CPA).

Challenges

While the campaigns were generating traffic to the website, a significant number of users were reaching the checkout page but not completing the purchase. This indicated a potential issue in the final stages of the sales funnel, such as checkout process friction, unexpected costs, or trust concerns. Addressing this challenge was crucial to improving the overall conversion rate and reducing wasted ad spend.

Project Strategy

To accomplish the client's goals, we executed a comprehensive PPC strategy that included the following key steps:

Implementation of Google Shopping Ads with Optimized Ad Assets

We launched a set of Google Shopping Ads to showcase the client’s products with high-quality images, compelling ad copies, and optimized product feeds. Special attention was given to product titles, descriptions, and custom labels to improve the relevance and quality score of the ads, resulting in better placement and a higher clickthrough rate (CTR).

A/B Testing of Campaign Variations

Two separate campaigns were created for A/B testing, each with different targeting settings, bidding strategies, and ad creatives. Campaign 1 focused on a target return on ad spend (tROAS) bidding strategy, while Campaign 2 used a maximize clicks strategy to capture more traffic. We monitored both campaigns closely for a period of one month, analyzing key performance indicators (KPIs) such as CTR, conversion rate, and CPA. Campaign 1 outperformed Campaign 2, delivering a higher conversion rate and a lower CPA, prompting us to scale up Campaign 1 and allocate more budget toward it.

Enhanced Audience Targeting and Segmentation

Using insights from Google Analytics, we identified key audience segments, such as returning visitors, high-intent users, and those who abandoned their carts. This data was used to refine audience targeting, enabling us to create more personalized ad experiences tailored to these groups, increasing the chances of conversion.

Retargeting Strategy Based on User Behavior

We set up a dynamic retargeting campaign to specifically target users who visited thewebsite, added products to their carts, but did not complete their purchases. Custom audiences were created to retarget these users with ads featuring exclusive offers, discounts , or free shipping to incentivize conversions. This strategy resulted in an increase in recovered abandoned carts and boosted overall conversion rates.

Checkout Process Optimization

In collaboration with the client, we conducted an analysis of the checkout process to identify potential friction points. We streamlined the checkout process by reducing the number of steps, offering multiple payment options, and providing clearer communication around shipping costs and return policies. These changes were implemented to reduce cart abandonment and improve the overall user experience.

Utilization of Advanced Bidding Strategies

To further improve cost efficiency, we utilized advanced bidding strategies, including smart bidding with machine learning, to automatically adjust bids in real-time based on the likelihood of conversion. This approach ensured that the ads were shown to the most relevant users at the optimal bid, significantly reducing wasted ad spend.

Continuous Performance Monitoring and Optimization

Throughout the campaign, we regularly monitored performance metrics and conducted weekly optimization sessions. This included refining negative keyword lists, adjusting bids for high-performing products, and continuously testing new ad creatives and messaging to maintain freshness and engagement.

Project Results

Increased Online Sales

The combination of optimized Shopping Ads, enhanced audience targeting, and strategic retargeting led to a substantial increase in sales within a two-month period.