after just 14 days
Increasing CTR
Lowering 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 offer excellent value for money, which clearly sets the portfolio apart from design-oriented brands.
The existing structure that we adopted was at the limits of an in-house setup in terms of capacity and quality. Classic mistakes, too little optimization and iteration, and a lack of know-how in the area 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 an additional budget, the sales plateau could not be broken.
Within a few weeks, we wanted to tackle low-hanging fruits 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 achieved a profitable ROAS and the KUR (cost-revenue ratio) was significantly improved. In addition to Meta, Google Ads should be used as an important revenue channel and to raise the account to a useful flight altitude.
Thanks to a completely individual setup, especially in the SEA and META sectors, we were able to ideally adapt and improve the two channels on the one hand, but also to coordinate our strategies for the first time. As a result, the customer journey was quickly optimized, which had a drastic positive effect on profitability. Once profitability was assured, we were able to scale spending gradually and profitably.
Structured campaign set-up:
We've fundamentally simplified campaigns on Meta by bringing together similar audiences and interests to achieve better audience accuracy and less wasted budget.
Creative Refresh:
The existing advertising materials were replaced by 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 target group approach:
By using Advantage+ campaigns and restructuring in retargeting, a much more relevant and willing to buy target group could be found.
Budget shifting: We've redistributed the budget to the top-performing campaigns and ad groups and identified the best-performing ads and audiences.
analysis:
By taking a look behind the Performance Max campaigns, profitable Google channels could be identified and efficient budget planning could be carried out.
Product data feed:
Revision of the 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 campaigns.
First Party Data:
Enriching bidding using 1P data to reach a suitable target group.
Within a very short period of time, Statement Clo's online sales took on completely different dimensions and we were able to significantly professionalize all marketing activities.
The result was sales jumps of 400% on a weekly basis. Meta ROAS rose to 9.22 in the first two weeks, has now stabilized between 6 and 7 and serves as a profitable new customer channel.
Overall, we were able to increase profitability at Statement Clothing and use the advertising budget more efficiently, which led to a sustainable improvement in campaign performance.
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