Midsummer Agency

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Category: Case studies

Multi-country Haircare eCommerce Case Study

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Multi-country Haircare eCommerce Case Study

How we double revenue in 30 days through a full-funnel strategy in three different markets

ABOUT THE CLIENT

Rossano Ferretti is a luxury haircare eCommerce brand based in the UK, also operating in the Italian and US markets. Well-known for its luxury hair salons and the revolutionary cutting method, it now brings salon-quality products to its customers’ houses.

CHALLENGE

Rossano Ferretti’s main goal was to improve general digital advertising performance and increase overall revenue, quickly preparing the account for the upcoming holiday season and maximizing other marketing activities (PR, organic social activity, and more). In particular, each market needed a different approach since:

– Italy: it needed a complete restart since campaigns were not running anymore due to poor performance
– US: general revenue performance was decreasing, and we needed to reverse the trend
– UK: performance was good, so we aimed to preserve the positive trend

SOLUTION

The first step of our strategy included the countries’ segmentation into different accounts based on the client’s business goals and needs.

Through our proven methodology, we have then implemented an account restructure to immediately drive results and sales, reinforcing the current lower funnel activity keeping what was working and improving was not delivering sales. In particular, we launched custom search and performance max campaigns.

The data collected during the first month were useful for expanding the accounts with more full-funnel activities through Meta channels (Facebook and Instagram) and Google properties, according to each country’s needs.

During all the abovementioned steps, we also created new ads (both evergreen and promotional) to deliver the correct message to each different buyer persona; the users’ segmentation was based on the funnel steps, so we implemented the following:

– Ads targeting the awareness step;
– Ads targeting the acquisition phase;
– Ads targeting the remarketing stage.

RESULTS

After the first 30 days of our management, the overall performance of the website increased by 116% in revenue, more than doubling the previous month’s performance, with an 84% increase YoY.

In addition, the client also had better performance in:

– the number of orders, increased by 92%;
– the average order value, higher by 12%;
– the number of new customers, which grew by 78%.

SERVICES

PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Performance Max, Display, Retargeting, Product Feed Management

MORE CASE STUDIES

haircare-ecommerce-case-study

115% increase in shopping impression share for a haircare eCommerce.

Haircare case study

117% increase in Black Friday YoY sales for a haircare eCommerce brand.

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LET’S TALK ABOUT YOUR PROJECT

Black Friday Fashion eCommerce Case Study

Posted on by micky

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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fashion-ecommerce-case-study

100% increase in conversion rate for a lifestyle fashion eCommerce.

google-smart-shopping-case-study

230% increase in revenue for a fashion eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT

Pet Industry eCommerce Case Study

Posted on by micky
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

MORE CASE STUDIES

From $0 to $60K/month in sales for a Designer Jewelry brand.

102% increase in Black Friday YoY sales for a pet niche eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT

Black Friday Haircare eCommerce Italian Market Case Study

Posted on by micky
Haircare case study

BLACK FRIDAY HAIRCARE CASE STUDY

How we scaled Facebook Ads and Google Ads for a haircare eCommerce brand expanding to the Italian Market during the Black Friday

ABOUT THE CLIENT

The client is a young haircare Shopify eCommerce brand based in US, providing high-quality hairstyle products for a female audience. The company is fast growing, and at this stage of their business, flexibility was one of the main requirements they were looking for in a partner able to support their market internationalization in Italy.

CHALLENGE

The main goal was to consolidate the brand’s presence in the Italian market and reach an ambitious revenue target during the Black Friday period. Conscious of the high level of competition in the niche, the client needed a multi-channel strategy to get the most out of the budget available across Google Ads and Facebook Ads platforms. The execution of the strategy required a particular focus on ad copywriting messages and visual creativities addressing specific micro-target segments.

SOLUTION

The campaigns were built to reach audiences across multiple networks and position the brand as the top-quality provider in the market while maintaining a very approachable image. On Google Ads, beyond the search network, we delivered on the shopping, display, and Youtube networks favoring visual communication to reinforce brand awareness. On Facebook and Instagram, we emphasized the promotional Black Friday sale enabling all the remarketing audiences and leveraging the synergy with the Google channel. To better understand the customer journey and optimize the user interaction with the brand, we created custom metrics available in a Looker Studio dashboard for client and internal use.

RESULTS

In just one month, we scaled the eCommerce traffic by +169%, increasing the revenue by +117% and the number of transactions by +128%. We achieved the revenue target by hitting very narrow audiences that could ensure a good return on the budget invested. On the other hand, we reached a significant share of the market at a very low cost per interaction, nurturing email marketing lists and overall establishing a relevant position for our client among the competitors.

SERVICES

PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Display, YouTube, Retargeting, Microsoft Ads, Product Feed Management

They have an excellent strategy to improve the audience. They made themselves available whenever We needed, and that was a pleasure. They did a great job and worked very fast. I am glad that I found Midsummer Agency. They’re doing an exceptional job.

Filippo C. & Grant R. – Founders

MORE CASE STUDIES

haircare-ecommerce-case-study

115% increase in shopping impression share for a haircare eCommerce.

102% increase in Black Friday YoY sales for a pet niche eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

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

Read the full review on Clutch

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58% boost in boat bookings for a global travel marketplace.

102% increase in Black Friday YoY sales for a pet niche eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
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

MORE CASE STUDIES

fashion-ecommerce-case-study

100% increase in conversion rate for a lifestyle fashion eCommerce.

haircare-ecommerce-case-study

115% increase in shopping impression share for a haircare eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

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

MORE CASE STUDIES

fashion-ecommerce-case-study

100% increase in conversion rate for a lifestyle fashion eCommerce.

haircare-ecommerce-case-study

115% increase in shopping impression share for a haircare eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

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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haircare-ecommerce-case-study

115% increase in shopping impression share for a haircare eCommerce.

google-smart-shopping-case-study

230% increase in revenue for a fashion eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

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

MORE CASE STUDIES

fashion-ecommerce-case-study

100% increase in conversion rate for a lifestyle fashion eCommerce.

google-smart-shopping-case-study

230% increase in revenue for a fashion eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

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

Read the full review on Clutch

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60% increase in B2B leads for a recruiting SaaS company.

102% increase in Black Friday YoY sales for a pet niche eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT