after only 14 days
Increase in CTR
Reduction in ad spend
Statement Clothing is a fashion brand that specializes in high-quality basics at affordable prices. The premium basics made from high-quality cotton impress with their excellent price-performance ratio, which clearly sets the portfolio apart from design-oriented brands.
The existing structure that we took over was at the limits of an in-house setup in terms of capacity and quality. Classic mistakes, too little optimization and iteration as well as a lack of know-how in the areas of creative design and asset creation brought a lot of potential for the first few weeks. In addition, attempts were made for months to establish Google Ads as a relevant sales channel, but despite additional budget, the sales plateau could not be broken.
Within a few weeks, we wanted to tackle the low-hanging fruit and ramp up the top line with increasing company profits in order to secure both new customer growth and the company's cash flow agility. The aim was therefore to optimize the advertising campaigns in such a way that the account would achieve a profitable ROAS and significantly improve the CUR (cost-turnover ratio), and to use Google Ads alongside Meta as a key revenue channel and raise the account to a viable flight level.
Thanks to a completely customized setup, especially in the SEA and meta areas, we were able to adapt and improve the two channels individually and also coordinate our strategies for the first time. The customer journey was quickly optimized as a result, which had a drastically positive effect on profitability. As soon as profitability was secured, we were able to gradually and profitably scale the expenditure.
Structured campaign set-up:
We fundamentally simplified the campaigns on Meta by bringing together similar target groups and interests to achieve better targeting and less budget waste.
Creative refresh:
The existing advertising materials were replaced with new, appealing visuals and relevant texts. The headlines, such as "High quality streetwear" and "Best basics, best prices", were tailored to the brand's USPs in order to increase relevance for the target group. In addition, significantly more creatives were launched in the ad groups than before and at regular intervals with various tests.
Relevant targeting:
By using Advantage + campaigns and restructuring retargeting, a much more relevant and ready-to-buy target group was found.
Budget shifting: We reallocated the budget to the best-performing campaigns and ad groups and identified the best-performing ads and target groups.
Analysis:
Through a look behind the Performance Max campaigns, profitable Google channels were identified and efficient budget planning was carried out.
Product data feed:
Reworkingthe product data feed for the clothing sector to generate more relevance for Google Shopping.
Segmentation:
Subdivision of products according to historical profitability in order to use budget efficiently within the campaigns.
First party data:
Enrichmentof bidding using 1P data in order to reach a suitable target group.
Within a very short time, Statement Clothing's online sales took on completely different dimensions and we were able to significantly professionalize all marketing activities.
sales jumped by an average of 400% on a weekly basis as a result. The Meta ROAS rose to 9.22 in the first two weeks, has since stabilized between 6 and 7 and serves as a profitable new customer channel.
Overall, we were able to increase Statement Clothing's profitability and use the advertising budget more efficiently, which led to a sustainable improvement in campaign performance.
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