ONLINE ADVERTISING FOR FASHION EYEWEAR BRAND CASE STUDY

How we increased ROAS by 250% in just 6 months through an in-depth Google Ads audit and strategic account restructure.

ABOUT THE CLIENT

The client is a US fashion eCommerce brand in the eyewear industry that combines celebrity design with style, high quality, and affordable prices. Operating on the Shopify Plus platform, they allocate over $40,000 monthly in Google Ads to target both the American and Canadian markets. Their catalog is complex, featuring 900 different products across 8 main categories.

CHALLENGE

The primary goal was straightforward yet crucial: to boost sales while elevating the existing Return on Advertising Spend (ROAS) from its current benchmark of 1.5. All this was to be accomplished within the constraints of a $40,000 monthly budget.

SOLUTION

1) Deep account audit
We conducted an exhaustive audit of the client’s Google Ads account, identifying various opportunities for improvement, which we categorized as follows:

High-Impact Opportunities or Quick Wins
Example: Unsegmented Shopping Campaigns > A single shopping campaign targeting all products.
Opportunity: By strategically segmenting campaigns based on criteria such as branded vs. non-branded queries, product type, eyeglass shape, and gender, we could significantly enhance both efficiency and revenue.

Mid-Impact Opportunities or Long-Term Actions
Example: Limited Audience Lists > Only one remarketing campaign was in place, focusing solely on ‘Initiate Checkout’ and ‘Add to Cart’ actions. This excluded segments like product viewers, generic users, and past purchasers. Opportunity: By incorporating these overlooked audience segments, we aimed to augment sales and conversions across all funnel stages.

Daily Optimization Actions
Example: Inconsistent Ad Relevance in Location Targeting > Over the past 90 days, the CPA (Cost per Acquisition) for ‘People who have shown interest in your targeted locations’ was $90, while for ‘People in your targeted locations,’ it was $17.
Opportunity: By ceasing to target the less efficient ‘locations of interest,’ we could allocate the budget more effectively, thus reducing waste. Through these targeted actions, we aimed to boost both the performance and efficiency of the account.

Long-Term Strategy Implementation
We restructured the account using our Data-Driven approach across the full acquisition funnel:
Segmented Shopping Campaigns and Feed Optimization: We integrated Google Merchant Center with DataFeedWatch (third-party feed management tool). This enabled us to fine-tune product titles by adding key eyewear attributes like color, shape, and lens type. We then segmented the shopping campaigns according to these eyewear features, which allowed for bid management tailored to seasonal trends—such as promoting blue-light glasses during the back-to-school season or emphasizing sunglasses during summer.
Brand and generic search campaigns
Dynamic retargeting campaigns that targeted various audience segments: those who viewed products, general users, past customers, as well as those who initiated checkout or added items to their carts.
Bing Ads Platform Expansion

RESULTS

After we began managing the account, there was a remarkable uptick in performance while keeping the investment constant. We strategically eliminated underperforming segments and refocused our efforts on areas that demonstrated high returns. The result was a staggering 247.41% increase in ROAS in six months.

Some real data
Initial investments: $47,996.64 and ROAS $1.35
After 3 months: $19,468 in Ad spend and ROAS $3.88
After 6 months $40K in Ad spend and ROAS $4.68

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Microsoft Ads, YouTube Ads, Expand to New Countries

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DIGITAL MARKETING FOR LUXURY CLOTHING BRAND CASE STUDY

How we increased revenue by 20% for a fashion luxury brand with a multi-faceted marketing strategy to increase new collection visibility on Google Ads

ABOUT THE CLIENT

The client is a fashion luxury brand headquartered in Santa Monica, California. Their curated lineup of approximately 4,000 products on Shopify Plus is a testament to their commitment to ethical sourcing, sustainable practices, and affordable luxury. While their primary focus is the US market, their influence stretches to Canada, the UK, and Australia. The monthly advertising budget ranged from $40K to $350K during the holiday season.

CHALLENGE

With a focus on sustainable, affordable, and ethically-sourced clothing in the mid to high-end price range, our client intends to amplify their revenue and has established a specific Return on Ad Spend (ROAS) target. They seek consistent support for their monthly product and collection launches, underscoring their dedication to regular innovation and a constantly refreshed catalog for their discerning customers.

SOLUTION

Leveraging the wealth of creative assets provided, we formulated a multi-faceted digital marketing strategy to amplify the exposure of their new seasonal collections. Our approach encompassed Shopping and Search Ads on Google Ads and Bing Ads, but didn’t stop there. We also tapped into Display and Video advertising avenues on YouTube to ensure broad-reaching promotion visibility.

Beyond that, our dedicated efforts in product feed management and optimization enriched both the quality and quantity of product attributes. This strategic enhancement was pivotal in optimizing performance for both shopping and Dynamic Search Ads (DSA) campaigns.

RESULTS

The results were impressive! In the period October – January, YoY revenue increased by 19% with a 20% increase in sessions, while hitting the target return on ad spend (ROAS) of 6.

SERVICES

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

Absolutely thrilled with the team’s innovative approach! Leveraging both Display and YouTube video advertising was a game-changer for our seasonal collections. Their expertise in product feed management significantly boosted our Dynamic Search Ads performance. Highly recommend!

Bruce – co-founder

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Lifestyle Fashion eCommerce Case Study

How we prevented advertising budget waste during a promo for a lifestyle eCommerce brand.

ABOUT THE CLIENT

The client is e-commerce based in the US, with jewelry and silk slip dresses being signature pieces for this brand. With a global presence and a reputation for bold, stylish fashion, the brand is also known for its commitment to important causes.

CHALLENGE

The challenge here was that the client was involved in a promo for a non-profit foundation about a well-known sports celebrity that, at the time, had recently passed away. Considering that the brand wouldn’t have made any money from this activity, but the search volume was extremely high, the waste of advertising budget was around the corner.

SOLUTION

To address this challenge, we developed a targeted advertising procedure that promptly identified and negated keywords related to the limited-time collection designed for the foundation. This meant that ads would not be shown when users searched for these keywords, even if the search volume was high. By implementing this strategy, the client could effectively support the non-profit foundation’s promo campaign without incurring unnecessary advertising costs. We also made sure to closely monitor the account’s performance and make adjustments as needed to ensure that it ran efficiently and effectively, using our proven methodology.

RESULTS

Despite not bidding on the highly sought-after keywords, we achieved impressive performance results for the client account while being mindful of their advertising budget, saving an estimated $4.2K. In particular, we saw a 107% increase in traffic, a 70% increase in transactions, and a 61% increase in revenue. By being strategic and targeted in the advertising efforts, we reached excellent results while maximizing the return on the advertising investment.

SERVICES

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

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.

Jodie S. – Owner

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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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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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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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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. We also planned, executed, and optimized paid media campaigns on Facebook, Instagram and Google Ads to triple revenue across key markets (read the case study here)

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

Read the full review on Clutch

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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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