How effective are Google Ads campaigns for eCommerce stores in the Fashion niche?
We have prepared a new case study for you in which we will show you how we went from 0 to 16.440,32 EUR in sales, using Google Ads campaigns.
The period we are considering is 16.11.2020–25.03.2021. It is important to mention that no campaigns had run on the client’s Google Ads account prior to 16.11.2020.
Business model: eCommerce
Niche: Fashion (urban accessories & jewelry, mostly for men).
The PPC Specialist who ran the Google Ads campaigns for this client is our colleague: Raluca Cosovanu.
Main objectives:
- Traffic Growth
- Brand Awareness Growth
- Sales Growth
In the period 16.11.2020 – 25.03.2021 (4 months), we invested 897.25 EUR in Google Ads campaigns, achieving total revenue of 16.440,32 EUR, with a total ROAS of 18.32.
How did we achieve a ROAS of 18.32?
Case Study: Google Ads / Fashion / eCommerce
Since no campaigns had run before we took over this client, we started with a Smart Search Ads campaign and a Dynamic Search Ads (DSA) campaign, to see what performs well and which keywords are relevant.
We mention that in order to run a Dynamic Search Ads campaign, the website must be very well indexed.
In the same period, we also started a Shopping Ads campaign, as we had a very well-structured feed.
The campaigns performed well starting from the first 2 weeks, thus in the period 16-30 November 2020, with a budget of 64.43 EUR, we generated revenue of 1.496,74 EUR, resulting in a ROAS of 23.
In December, given that it was the gift-giving month and because we had some data from the previous campaigns, we also created a simple Search Ads campaign, based on product categories.
În luna cadourilor am investit un buget de 164.60 EUR și am generat încasări de 5,676.79 EUR, deci un ROAS de 34.
Issues Encountered & Solutions
Case Study: Google Ads / Fashion / eCommerce
At the end of the first two months (November-December 2020), we noticed a low CTR, a very high cost/conversion, irrelevant competition for our business, plus other metrics that didn’t look very good for the Shopping Ads campaign. Thus, we decided to close this campaign and redistribute the money to other campaigns that had performed.
Then, in January, a rather “difficult” month for most businesses and for sales, we had a budget of 190.73 EUR and revenue of 4.274,14 EUR, with a ROAS of 22.
The average CTR in January was 22%, and the cost per conversion was 2.75 EUR, with an average basket value of 60.89 EUR.
In February, we continued with the same Google Ads campaigns, which we optimized, and we also created Remarketing and Google Display campaigns for the new products on the site.
The month of February brought us a conversion rate of 5.27%.
Given that this account was already known on social media, we used this asset and created the following campaigns:
- Smart search – new campaigns on the Romanian market, but which bring value and use certain algorithms so that the ads are displayed to a top audience.
- Simple Search on product categories – these are classic Search campaigns, but they still bring added value and address people who are actively searching, meaning potential customers.
- Simple or Dynamic Remarketing – campaigns that keep you connected with people who have already visited the site and know about you. We also used these campaigns to promote the new collection.
Conclusions
Case Study: Google Ads / Fashion / eCommerce
Having experience with Social Media campaigns (Facebook & Instagram Ads), we started with a well-defined demographic audience.
The Google Ads account was a new one, without existing audiences and data, and at the end of the 4 months, the average ROAS for the account was 18.32.
Key elements that contributed to these results:
✅ We had a clear strategy;
✅ The website was technically well-structured and properly indexed;
✅ We performed constant A/B testing;
✅ We measured the results and acted promptly when campaigns were not performing, knowing which metrics were “non-negotiable”;
✅ We communicated closely with the client, regarding both the target audience and the available stock, star products, or less-sold items;
About DAR Media Marketing Agency
We are the only marketing agency in Romania whose founding members traveled around the country for 2 and a half years doing “grassroots” digital marketing.
Since 2017, we have specialized in PPC campaigns, Content Marketing, and Sales Funnels that bring visibility, leads, and sales.
Do you want to collaborate and bring such results to your case as well?
