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.
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).
- 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.
- 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.
- We have segmented the audience based on their position in the purchase funnel and created promo-oriented creative assets and ad copies.
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%.
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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