Midsummer Agency

Performance advertising powered by the sun

Business model: Ecommerce

Posted on by micky

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 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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FULL-FUNNEL DIGITAL STRATEGY FOR E-COMMERCE CASE STUDY

How we doubled sales at improved ROAS for a digital products eCommerce store with Google Ads and Facebook Ads (now Meta Ads).

ABOUT THE CLIENT

VisureItalia is one of the leading Italian eCommerce in the digital governmental certificates industry. Some products need a special review from the Office (higher price, lower margin). Others can be bought directly from the website (higher margin, lower price).

CHALLENGE

When it comes to digital products, Google Shopping is not an option. Performance was stagnant. Even if the account was at a decent level of sales, no initiatives were taken to scale performance and grow revenue at a similar return on ad spend (ROAS).

VisureItalia also needed a strategy to acquire new customers and retain the existing ones. They already had a strategy on Google Ads, but ongoing brand awareness in different channels could have ramped up customer loyalty. The question was: how can we create interest and awareness around digital governmental certificate products?

SOLUTION

The existing search campaign structure was divided into thematic areas, including products with different delivery times and prices within the same campaign. We replaced the overall search campaign with a more advanced structure made of Dynamic Search Ads (DSA) using page feeds. We segmented products by price range and dynamically highlighted key product features and benefits, such as delivery times and prices in the ad copy, using the third-party tool DataFeedWatch.

This allowed us to fully open the acquisition strategy on Google Ads to all products, divided by price range, and to have better control of costs and, consequently, the ROAS. We opened a Meta Ads (Facebook Ads & Instagram Ads) account and set up remarketing audiences from scratch, using data from 7 up to 180 days of VisureItalia past users (purchasers, customer lists, website visitors, etc.). From these lists, we then generated lookalike audiences of similar users. In this way, we created two strategies: one for the acquisition and one for re-engaging past website users. Campaigns had personalized ads and copy, depending on the user’s step in the funnel.

RESULTS

In the first 3 months after the new account structure was implemented, the ROAS grew by 69%. The DSA campaign has helped us to increase the website traffic by 47% at an 18% lower cost-per-click while generating a higher number of conversions at a 20% higher average order value. The positive trend is continuing, reaching an average ROAS of 400% (the goal was set at 300%) and an increased in Ads’ investments, which has triplicated in only two years. Since the opening of paid social channels, we have also gained more qualified traffic: +34% of new users and +35% of total sessions. Revenue has grown by 9% from the previous period.

SERVICES

PPC MANAGEMENT: Product Feed Management, Search, Display, Retargeting, Microsoft Ads, Facebook Ads

WEB ANALYTICS: Google Data Studio dashboard, Google Analytics 4, Google Tag Manager

Midsummer quality of the work is not good but EXCELLENT. I have found great expertise and experience gained in international contexts which, made available to our company, has allowed us to achieve results that are far above to our expectations.

Paolo B. – 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.

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 decided to use 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.

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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HAIRCARE ECOMMERCE CASE STUDY

How we leveraged Google Shopping structure to double the impression share of a haircare eCommerce.

ABOUT THE CLIENT

The client is a US-based haircare eCommerce brand using Shopify. Their core product is a patented technology specifically created to restore damaged hair.

CHALLENGE

The client wanted to maximize their impression share on Google Shopping results to consolidate brand awareness while improving conversions and revenue simultaneously.

SOLUTION

We replaced the standard shopping campaign with a more advanced structure made of different shopping campaigns based on users’ queries. This adjustment allowed us to maximize results and segment traffic according to each step of the customer journey. Then we optimized product titles to match high-performing search queries and adjusted the bids and budgets to guarantee the highest ROAS possible.

RESULTS

Compared to the previous period, Search impression share grew by 115%, while impressions increased by 153%. Clicks and conversions were, respectively, 12% and 7% higher while hitting the target ROAS.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Display, Discovery, Retargeting

The Midsummer Agency team always amazed me with its business insight and unique approaches to solving problems. They showed a high level of proactivity, creativity, technical skills, and were valuable contributors to our project.

Josh – CEO

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FASHION ECOMMERCE CRO CASE STUDY

How we leveraged user behavior and customer feedback to double the website conversion rate.

ABOUT THE CLIENT

SEASE is an Italian outdoor fashion brand offering a contemporary wardrobe for passion-driven lifestyles.

CHALLENGE

Increase the eCommerce conversion rate on luxury price tag products and improve the add-to-cart rate.

SOLUTION

We set up the traffic monitoring infrastructure – heatmaps, session recordings, and surveys – to identify patterns among users leaving the checkout page without making a purchase and those visiting the product page without adding products to the shopping cart.

We discovered two types of barriers:

  1. Product perceived value, which was directly related to a low add-to-cart rate
  2. UX gaps that were mostly connected with the checkout process

Knowing this allowed us to support the client’s teams with website optimization solutions, intervene on both aspects, and accurately measure before/after results.

RESULTS

We doubled the overall website conversion rate just one month after implementing our suggested optimization techniques. A similar uptrend continued during the following months, hitting an overall +288% conversion rate after seven months.
Thanks to session recordings analysis, we also resolved an ongoing issue that hindered users from completing orders for weeks without the client or dev even noticing it.

SERVICES

CONVERSION RATE OPTIMIZATION: Heatmaps, Session Recordings, Surveys, Net Promoter Score

PPC MANAGEMENT: Paid Social, Google Shopping, Product Feed Management, Search, Display, Retargeting

With Midsummer Agency’s help, we hit the highest e-commerce revenue in the last quarter. The team was a pleasure to work with. Their communicative and strategic nature allowed us to integrate seamlessly within our in-house team. Their experience in the fashion industry was outstanding.

sease logo
Lorenzo S. – eCommerce Manager

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GOOGLE PERFORMANCE MAX CASE STUDY

How we increased overall business performance with Performance Max campaigns through advanced brand segmentation and feed management.

ABOUT THE CLIENT

The client is a fashion eCommerce retailer on Shopify, selling to the US and Canada. With a complex product catalog of 17.000 different items grouped in 10 categories, 80% of the total revenue comes from printed t-shirts. New collections are online every two weeks.

CHALLENGE

The client’s product feed was frequently updated. New t-shirts were printed depending on customers’ demand, so there was no inventory. This meant no best-selling products and no promo on remaining stock, making it difficult to run campaigns on specific products.

SOLUTION

We launched brand-dedicated performance campaigns (pMAX) in order to personalize the asset groups with dedicated images and ad copies, each linked to each brand of the client’s portfolio.

We expanded the reach across multiple channels, including youtube, shopping, display, and search. This way, we could easily manage prospecting and remarketing strategy based on seasonality.

Thanks to the PMax campaigns, the account structure has been simplified to focus more on strategy and optimization, thus pursuing a higher efficiency level.

In the second phase, we used external tools (Optmyzr, Google Analytics, Google TrendS) to find what made t-shirts successful. It was not only the brand but also the size. 70% of the revenue was coming from 20% of the sizes.

With the help of the feed management tool Data Feed Watch, we grouped t-shirts based on size and excluded poor-performing t-shirts from the campaigns. We could maximize budget and returns on the most profitable categories and best-selling sizes. Also, newly added products would automatically land in the optimized campaign.

RESULTS

Overall, we achieved a higher conversion rate of 30% thanks to higher-quality traffic. This which resulted in an increase in revenue by 7%, also thanks to the average order value improved by +73% compared to the previous period.

SERVICES

PPC MANAGEMENT: Performance Max, Google Shopping, Product Feed Management, Microsoft Ads

We are quite impressed with Midsummer Team’s catalog and performance analysis. We loved the idea of a different approach, and these sizes were definitely the most important and purchased, thus a good indicator of potential sell-through.

Michael – Owner

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B2B LEAD GENERATION CASE STUDY

How we leveraged LinkedIn Ads, Google Ads, and Hubspot CRM to generate 145% more leads at lower CPA, and measure customer lifetime value

ABOUT THE CLIENT

Sculpteo, a brand of BASF, is an online 3D printing service offering new manufacturing and scaling opportunities for its customers globally.

CHALLENGE

The client offers new manufacturing possibilities for demanding industries, such as automotive, by providing free physical sample kits. The primary goal was to reach the decision-makers of select industries on LinkedIn, targeting top European countries. The biggest obstacle was high cost-per-click (CPC), low conversion rates (CVR), and a sales cycle that could take multiple interactions and a couple of months from signup to purchase.

The secondary goal was to understand PPC campaigns’ impact on the business, from an attribution and data analytics standpoint, given the length and complexity of the sales cycle.

SOLUTION

For the primary goal, we initially tested an ad suitable to target multiple industries without emphasizing the main offer. Later, we created granular industry-focused campaigns using the free sample kit as the main offer. Landing Pages were also carefully crafted based on our suggestions.

For the secondary goal, we initially relied on Google Analytics, but considering the complex user journey and its conversion attribution model limits, we were missing out on a significant number of conversions, especially repeated purchases. Later we started using Hubspot CRM, which allowed us to track users’ journeys on the website, better attribute conversions, and understand new customers’ value and overall PPC campaigns’ impact on the business growth.

RESULTS

We increased lead volumes by 145%, with CPA decreased by 72%. The combination of new industry-dedicated audience targeting custom industry-related ad messaging, a strong Call to Action, and optimized landing pages brought great results in the very first week.

At the same time, the Hubspot integration allowed us to make more data-driven decisions on the campaigns. We also created a custom real-time interactive dashboard, to visualize every order generated by customers coming from Google Ads campaigns, their revenue, and lifetime value (LTV).

SERVICES

PPC MANAGEMENT: LinkedIn Ads, Google Ads, Microsoft Ads
WEB ANALYTICS: Hubspot integration support

Thanks to the ongoing efforts of Midsummer Agency, we have differentiated ourselves from other competitors and brought in new leads from LinkedIn for our sales division. The team’s workflow has also been very efficient, ensuring all project timelines are followed.

sculpteo logo
Carmel – Sculpteo Head of Marketing

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