A US women's fashion brand known for its slip dresses and statement jewelry, with sudden viral moments whenever a celebrity wears a piece. Midsummer Agency ran its Google Ads, built so every product could shine and the account stayed profitable through every spike.
PPCFeed Management
The client is a US ecommerce brand for women, selling dresses, knitwear, jewelry and accessories. The dresses lead the catalog, especially the silk slips, in lengths that run from a light summer piece to something for dinner out. The look is youthful but dressy, and the price point sits just under luxury.
The account had 2 things that made it demanding.
We ran Google Ads for the brand alongside the agency that led its wider marketing.
The brand wanted every product in the catalog advertised and profitable, with performance holding steady from week to week. Most of what threatened that happened outside the ad account.
Keeping the account profitable meant watching the brand’s world almost daily, not just its dashboards.
We ran Google Ads across Shopping, brand search and non-brand search, fed by a product feed we managed in DataFeedWatch. Over the years, as Google’s own campaign types changed, we kept rebuilding toward a structure that did more with less.
ServicesGoogle Ads · Feed Management · Microsoft Ads
The account was built for an earlier stage of the business. We went through the catalog product by product and grouped it by what really drives sales.
Budgets and targeting followed those groups through the year, pushing the styles the season favored and easing off the ones it didn’t.
The point of the segmentation was to stop editing the account by hand. Once each group sat in the right place, our job shifted to giving the bidding algorithm the cleanest possible signal from whatever was in stock that week. The structure stayed small enough to manage, so when stock or the season shifted we could move the same day.
We also made sure the whole catalog got its turn. Earrings, bracelets and the other pieces that finish an outfit sat in the account alongside the dresses, because the brand sells a look as much as a garment.
For the foundation collection, we built negative keyword lists that kept the ads off every search tied to it. The organic traffic still came, the cause still got its attention, and the ad budget stayed on products the brand could profit from. That one move saved $4,200 in spend.
Celebrity spikes got the same daily attention. We watched what was happening on social and in the press, read the surge for what it was, and held the account steady instead of letting it chase curious clicks.
A brand that sells well tempts everyone to try everything. We kept experiments small and tied to what the data already supported, so the account could try new campaign types as Google introduced them without putting performance at risk.
Revenue grew 61% and transactions rose 70%, while traffic more than doubled. The negative keyword work on the foundation collection saved $4,200 that would have gone to clicks with no chance of paying back.
Underneath the numbers was a steadier account. The segmented structure let the algorithm work with clean data, so a viral weekend or a sold-out best seller no longer knocked the whole account off course.
From the beginning, the Midsummer team was professional, responsive, and dedicated to helping me achieve my marketing goals. They took the time to thoroughly understand my business and developed a customized strategy that was tailored to my specific goals. One of the things that really stood out to me about Midsummer was their transparency and communication. They provided regular reports and updates on the progress of the campaigns, and they were always available to answer any questions or concerns I had. They truly go above and beyond to deliver exceptional results for their clients.
The Owner
US women’s fashion brand
Valentinas
Pay Per Click
Ran the account in its early phase and handed it over.
Fabio
Pay Per Click
Took over day-to-day management and built the catalog segmentation the account ran on.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
