BLACK FRIDAY FASHION E-COMMERCE CASE STUDY

How we increased YoY sales during the Black Friday week with performance max campaigns for a high-end women’s fashion retailer

ABOUT THE CLIENT

Our client is a luxury fashion store based in the US. They have four physical boutiques in the major cities and an e-commerce shop, investing $30K monthly in Google Ads Campaigns. The eCommerce store sells the most famous fashion brands from all over the world.

CHALLENGE

The challenge was to scale the account during Black Friday week. Considering that luxury brands are competitive on Google, especially during seasonality, we expected a very high cost per click (CPC) and consequently higher costs and lower return on ad spend (ROAS).

SOLUTION

  1. After analyzing the market, we reduced the investments during the first two weeks of November by cutting all the non-performing areas. We ran a Geographic analysis and paused 12 locations with lower performance. We focus our strategy and budget on only the Top 25 brands with an Average Order Value (AOV) of around $700. Thanks to this, we could allocate the remaining budget for Black Friday Week.
  2. We launched new Performance Max Campaigns with high-quality display assets instead of using search brand campaigns on the brands’ names as keywords. This action allowed us to promote these brands without competing against them on the search network.
  3. We have segmented the audience based on their position in the purchase funnel and created promo-oriented creative assets and ad copies.

RESULTS

Revenue on Google Ads was 157% higher than the previous year, despite the investment staying the same at $30K for the entire month. The eCommerce conversion rate was 201% higher because our audience lists were well-defined. In fact, despite the traffic being stable, the number of purchases went up by 186%. Also, the ROAS was significantly higher: 1143% compared to 333% in the previous year. We were also able to control the CPC, which decreased by 12%.

SERVICES

PPC MANAGEMENT: Budget optimization, Google Shopping, Product Feed Management, Search Campaigns, Performance Max Campaigns

The Midsummer Team has worked in synergy with our eCommerce department, achieving an amazing return on ad spend using the previous year’s data to smash the market. We are very happy of the results and overall performance of this year Black Friday strategy.

Sophia – Ecommerce Marketing Manager

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Pet Industry eCommerce

Pet Industry Brand eCommerce Case Study

How we doubled the ROAS for a pet accessories eCommerce brand in 3 months

ABOUT THE CLIENT

The client is a pet accessories Brand operating in all the English-speaking markets (US, UK, Canada, Australia). They focus on the design and production of pet-friendly accessories made with premium quality and pet-friendly materials.

CHALLENGE

In a market with very strong competition, the client wanted to make his customers feel the quality of the product and differentiate himself from the competition. The main goal was to hit a specific return on ad spend (ROAS) and gradually increase the monthly budget, to consolidate brand awareness while growing transactions.

SOLUTION

As a starting point, we fixed the account inefficiencies: we reviewed the negative keywords, fixed the Google Analytics tracking, reviewed the ad extensions, and implemented the audience lists to collect data for customers and retarget them with remarketing. Then we aimed for the best method to make people feel the quality: through the images using Google Shopping campaigns. We created a product database feed with optimized product images and descriptions that we wanted to show to the customers; hence we launched a granular Google shopping campaign structure segmented by similar groups of products.

RESULTS

After the first month, conversions skyrocketed! We more than doubled the number of sales in just one month (from 55 to 128), and the ROAS did likewise. We achieved this, thanks to a higher number and quality of clicks, brought by more appealing images and descriptions; as a consequence, potential customers were more likely to click on the ads, discover and buy the products.

SERVICES

PPC MANAGEMENT: Product Feed Management, Search, Display, Retargeting, and Shopping Ads.

I’ve been working with Midsummer Agency for a few months now, and I must say they have been a huge help in my business. They know how to create engaging, catchy, and professional ads. They also helped me increase my sales by using google ads correctly. If you’re looking for someone with knowledge in this field, I highly recommend them!

Samuele – CEO

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TRAVEL ECOMMERCE CASE STUDY

How we increased revenue by 455% in just 5 months.

ABOUT THE CLIENT

ParkingMyCar is an Italian startup with the mission of making the parking experience easy, safe, and convenient for everyone. From their travel e-commerce, you can book online on 220+ different parking within 23 airports and 16 ports.

CHALLENGE

The main goal for ParkingMyCar was to scale performance and volumes while maintaining a profitable Return On Ad Spend (ROAS) on the Google Ads channel targeting the Italian market. The secondary objective was to build the infrastructure and be ready for the peak season in summer.

SOLUTION

Via ongoing consulting with their marketing team, we helped restructure the account and implement several optimization strategies:

  1. Launch of dynamic search ads: to expand traffic to all available products and destinations in a scalable and automated way.
  2. Review of existing campaigns: to improve broad and exact match type themed keywords performance and remove redundant or inefficient ones.
  3. Budget and bid enhancement: to leverage machine learning bidding strategies towards a return on ad spend goal.
  4. Account growth: to expand with the addition of new campaigns, Google search partners, and Microsoft ads account setup and launch.

RESULTS

In just five months from December to April, we scaled account revenue and spending by 455% while keeping the target ROAS. Even when our work was over, the account continued to grow and hit a 2000% year-over-year increase in revenue in June.

SERVICES

PPC MANAGEMENT: Consulting, Search, Microsoft Ads

Midsummer’s team has done an amazing job with our campaigns and helped ramp up our lead generation exponentially. Attention to detail and continual optimization has yielded impressive results. They become a key trusted adviser and always provide unique insights.

MariaChiara B – CMO

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DESIGNER CLOTHING ECOMMERCE CASE STUDY

How we increased revenue from $0 to $35K+/month in 12 months for a designer eCommerce brand.

ABOUT THE CLIENT

The client is a US brand operating with Shopify Plus in the premium denim industry. They focus on the concept and production of high-quality, made-to-measure jeans through an eco-friendly and sustainable workflow.

CHALLENGE

The client needed to begin advertising through a brand new account. For this reason, there was no previous data available. The main goal was to hit a specific return on ad spend (ROAS) while maximizing exposure. Since the name of the client’s brand was similar to other brand names in different business fields, achieving the main goal was difficult.

SOLUTION

Our first task was the collection of data ceaselessly cleared through our proven methodology and specific activities. This allowed us to focus on identifying the right audience targeted through different campaigns.

While collecting data after the first period, we expanded the account with shopping campaigns, and proper product feed optimization, remarketing, and display campaigns. In this way, we supported the client’s brand awareness activities through the different funnel stages while simultaneously bringing revenue to the desired ROAS goal.

Finally, the recurring launch of new collections and promotions let us refresh the account and constantly find new customers while maintaining relationships with past customers.

RESULTS

After 12 months of management, revenue went from $0 to $35K+ per month, doubling the client’s ROAS goal of $1.5 to $3. In particular, this was done while supporting the activities of brand awareness run by the client through other channels.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Display, Microsoft Ads

I had an exciting opportunity to work with the Midsummer Agency and they were absolutely amazing. We needed a PPC advertising agency as part of our fashion eCommerce brand launch and they did an incredible job. I was thrilled with their quality and attentiveness, and would definitely recommend them to anyone looking for an online marketing agency.

Mark – eCommerce Manager

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DESIGNER JEWELRY ECOMMERCE CASE STUDY

How we managed to go from $0 to $60K/month in sales in just 9 months with continuous account expansion.

ABOUT THE CLIENT

The client is a US Shopify eCommerce specializing in luxury designer jewelry. Inspired by vintage classics, their products are crafted by hand with a modern touch for ladies of all ages.

CHALLENGE

The client wanted to maximize brand awareness activities and push conversions with a specific return on ad spend (ROAS) goal. The brand and Google Ads account were starting from scratch. Therefore, there was no historical data available.

SOLUTION

  1. We started collecting performance data, using our proven methodology to create brand and shopping campaigns from scratch. These activities and the product feed optimization let us maximize the brand’s exposure and sales.
  2. When the volume of data was sufficient, we focused on the performance analysis. As a result, we could make informed decisions and correctly support the account expansion.
  3. To expand the account, we supported the launch of new products, collections and marketing promotions, maximizing the results of the client’s cross-channel strategies.

RESULTS

We achieved $60K/month in revenue, hitting the client’s ROAS goal of $6.5, +1.9K orders, and 45 new monthly customers. General performance exceeded the client’s expectations despite the account being created from scratch.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Display, Microsoft Ads

I know that you guys are already looking at the testimonials, but I wanted to share my thoughts. We came to Midsummer Agency with a new jewelry brand and they did an excellent job of telling our story.

Patrick – Owner

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INTERNATIONAL FASHION ECOMMERCE CASE STUDY

How we leveraged Google local campaigns and multi-country Google shopping for a luxury fashion eCommerce.

ABOUT THE CLIENT

The client is a US-based luxury fashion brand serving clients in more than 20 countries worldwide via an eCommerce channel and physical retail stores. Its catalog counts thousands of products with continuous seasonal updates. The monthly budget allocated for Google Ads PPC is in the $160K – $180K range.

CHALLENGE

The client wanted to drive more traffic to the physical stores in the US market and increase eCommerce sales in the international market. Our main goals were:

  1. Drive selected geo-targeted traffic to the physical stores without compromising the online channel performance.
  2. Expand the brand presence and its current product feed to three additional countries with different currencies, shipping terms, and brand penetration.

SOLUTION

We set up local campaigns with driving directions conversion. These campaigns allow potential customers to discover products and “get directions” to their nearest store after viewing an ad. We implemented the catalog extension to serve the additional markets via a third-party feed management tool. This solution allowed us to set up custom rules that assign specific attributes to the thousands of catalog items according to the market peculiarities. We streamlined the product feed management without losing any possibility of feed optimization at a deep level. This is especially important for our customer’s need to run sale initiatives and seasonal updates frequently.

RESULTS

The local campaigns generated an average of 3000 monthly interactions of users getting directions to physical shops, with a cost per action (CPA) under $3. Within the first few weeks, the campaigns targeting foreign markets with the extended product feed yielded a return on ad spend (ROAS) of 600% and an Impression Share above 95% for the brand keywords.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Local Campaigns

I must say that I am really happy with Midsummer Agency. They were really helpful with international pay per click campaigns for our fashion brand. They are very knowledgeable and professional, and I have been in touch with them for a few years now. Midsummer Agency helped us, and we would recommend them to any company looking for advertising help..

Claire – Marketing Director

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DIGITAL ADVERTISING IN ITALY: B2B CASE STUDY

How we increased sales by 4 digits for a B2B eCommerce advertising on Google Ads and Microsoft Ads.

ABOUT THE CLIENT

Rochester Electronics is the world’s largest continuous source of semiconductors authorized by over 70 leading manufacturers, encompassing more than 200,000 part numbers. They use Hubspot as their content management system.

CHALLENGE

The client needed an international PPC agency to improve the quality of the traffic coming from Google Ads B2B campaigns targeting the Italian market. The end goal was to increase the conversion rate (CVR) and decrease the cost per action (CPA).

SOLUTION

Initially, we started by cutting account inefficiencies: we paused underperforming campaigns and reviewed the negative keywords strategy to avoid customer mismatch and wasted ad spend. Then we used the product’s database and a third-party tool to create a hyper-granular Single Keyword Ad Group (SKAG) campaign structure, to significantly increase the click-through rate (CTR) and consequently the conversion rate (CVR).

RESULTS

It was a blasting +2000% in revenue YoY! With higher qualified traffic and super relevant ad copies, we were able to bring a massive +700% increase in eCommerce transactions for the Italian market. This led us to be the best-performing agency worldwide for the client.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting, Microsoft Ads.
WEB ANALYTICS: Google Data Studio dashboard.

The team is supportive, proactive, and efficient in communicating all requests and delivering campaigns. Moreover, their knowledge, understanding, and professionalism stand out.

Rajni B. – Marketing Manager

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FEED-DRIVEN CAMPAIGN CASE STUDY

How we optimized product feed and created a dynamic Search campaign using Feed-Driven Text Ads to maximize traffic and increase conversions.

ABOUT THE CLIENT

Fitprime, an Italian-based startup that runs an online gym membership marketplace for sports centers, offers a complex product catalog of 2,000+ products in over 100 locations.

CHALLENGE

The client was starting out with a new Google Ads account, so there was little historical data to refer to when setting up campaigns. As a gym membership marketplace, this client wasn’t selling physical items. This means selling on Google Shopping wasn’t possible since the platform doesn’t allow businesses to advertise services. The main objective was to create a scalable and granular account structure.

SOLUTION

We used the DataFeedWatch Feed-Driven Text Ads solution to optimize the client’s feeds and create hyper-granular Search campaigns. Feed-Driven Text Ads allowed us to automatically create thousands of keywords and dynamic Google Search ads based on the client’s product feed. We also supported the team via custom Google Tag Manager and Google Analytics implementation both on the website and Unbounce landing pages, to ensure proper conversion tracking and data collection.

RESULTS

With the new structure, the campaigns grew by 25% in traffic with 32% higher session duration. Single Product Ad Group structured campaigns allowed for location and product-level reporting. We were able to maximize traffic to the client’s site and increase conversions for the top-performing products and locations. We also scaled our client’s online campaigns while using all products and locations during the busy season.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting.
WEB ANALYTICS: Google Analytics account and view setup, GTM implementation, Google Data Studio dashboard.

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