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Home
Testimonials
Case Studies
Performance Max & YouTube Ads Case Study (Sports eCommerce)Google Ads Case Study: eCommerce Apparel Retailer (Performance Max)Google Ads Case Study (eCommerce Supplements)Google Ads Conversion Tracking: Get Rid of Window Shoppers (3 minutes) Lead Gen Case StudyGoogle Ads Case Study: eCommerce Shopify Supplement Store (Performance Max)Google Ads Case Study: Lead Generation B2BGoogle Ads Increase Law Firm LeadsFamily Medical Home CaseCosmetic Surgeon Generates 695 Leads with Google Ads
Blog
Performance Max Google Ads: Creative Strategy (Advanced)Google Ads Increases Sales with eCommerce CompanyYouTube Ads Tutorial: Best Practices (2022)Google Ads Case Study eCommerce ($2 Million) #googleadsGoogle Ads Case Study: Luxury Fashion Retailer #googleadsGoogle Shopping Ads Optimization: Buy on Google (Free)Google Ads Case Study: Fashion Marketing (Swimwear) #googleadsGoogle Ads Fashion Marketing Case Study (Performance Max & Chat GPT) #googleadsZARA Fashion Marketing: Brand Breakdown (Google Ads)From Runway to Clicks | Driving Sales Through Clothing MarketingStarting a Dropshipping Business for Clothing - Things You Should LearnHow To Find Apparel Manufacturers & Suppliers for Your E-commerce BusinessPerformance Max Google Ads Strategy (Advanced)Google Merchant Center: Price Competitiveness ReportGoogle Merchant Center: Fashion AdvertisingGoogle Ads Performance Max: Step-by-StepGoogle Ads Audit (Part 1 Tutorial 2022)Google Ads Audit Campaign Performance (Part 2 Tutorial 2022)Google Ads Audit Ad Group Performance (Part 3 Tutorial 2022)Google Ads Audit Ad & Keyword Analysis (Part 4 Tutorial 2022)Google Ads Audit Responsive Search Ad Analysis (Part 5 Tutorial 2022)Google Ads Audit Landing Pages (Part 6 Tutorial 2022)Google Ads Audit Ad Position (Part 7 Tutorial 2022)Google Ads Audit Audience Analysis (Part 8 Tutorial 2022)Google Ads Audit Quality Score Analysis (Part 9 Tutorial 2022)Google Ads Audit Devices Analysis (Part 10 Tutorial 2022)Google Ads Audit Age Analysis (Part 11 Tutorial 2022)Google Ads Audit Hour Analysis (Part 12 Tutorial 2022)Google Ads Audit Auction Insights Analysis (Part 13 Tutorial 2022)Google Ads Audit Location Analysis (Part 14 Tutorial 2022)Google Ads Audit Gender Analysis (Part 15 Tutorial 2022)Google Ads Audit Household Income Analysis (Part 16 Tutorial 2022)Google Ads Audit Parental Status Analysis (Part 17 Tutorial 2022)Google Ads Audit Placements Analysis (Part 18 Tutorial 2022)Google Merchant Center: Fix Product Disapprovals (2022)Google Tag Manager For Submission Tracking (GA4)Google Shopping Ads Strategy: Convert Cold Traffic (Fast)Daily Ad Brief Interview: TGQ MarketingGoogle Shopping Ads: A/B Split Testing (2022)Google Merchant Center Shopify Dropshipping Feed Upload (Quick Method) 2022Reiss Brand Breakdown: Fashion MarketingGoogle Shopping Ads Tutorial: Advanced Scaling Strategy - Step By Step (2022)Manière De Voir Fashion MarketingTop Tips to Party Bus Marketing Plan (2021)
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Google Ads Case Study: Fashion Marketing (Swimwear) #googleads

Overview:

Maximizing Google ads strategies is crucial for achieving success in today’s competitive marketing landscape.

I’ve managed to increase my Shark Tank client sales by 100 percent and I’m going to share the details on how to get the same results.

Coming up, I’ll break down the key elements that contributed to this client’s success including:

  • Analytics and Tracking
  • Updating bid strategies within search campaign
  • Performance Max restructuring
  • Remarketing
  • Promotions

Swimwear.GoogleAdsCaseStudy

Client Results

Swimwear.GoogleAdsCaseStudy

The client's data audit shows that the cost per sale decreased by $18 and spend scaled significantly from February 7th to August 29th.

Swimwear.GoogleAdsCaseStudy
Swimwear.GoogleAdsCaseStudy

This resulted in a 300 percent increase in ROAS (Return on Ad Spend) and a 100 percent increase in both conversion value and sales.

Swimwear.GoogleAdsCaseStudy

Swimwear.GoogleAdsCaseStudy

And, spend tripled compared to the previous period.

Problem 1: Analytics and Tracking

The account had been using universal analytics tracking for transactions, which can miss certain sales due to cookie policies.

Cookie: a piece of data from a website that is stored within a web browser that the website can retrieve at a later time

Swimwear.GoogleAdsCaseStudy
Swimwear.GoogleAdsCaseStudy

Google analytics and Google ads tag interact differently with attribution models since the Google ad tag is a product of Google itself. So, it tends to better track attribution models which tracks more revenue.

Swimwear.GoogleAdsCaseStudy

If we kept it on the universal transactions, it would have picked up less than half of the conversions.

However, By switching to the proper transaction sales tracked by Google and optimizing for secondary conversions like Google ads at the cart and checkout, we were able to invest and scale more in the account.

Swimwear.GoogleAdsCaseStudy

Otherwise, if we hadn’t optimized for secondary primary conversions, nearly $2 million in false revenue could have seriously hurt this account.

Swimwear.GoogleAdsCaseStudy

Problem 2: Search Campaigns

Next up, I noticed that the search campaigns were bid-strategy-challenged. They were using enhanced Cost-Per-Click (CPC) mostly, which isn't ideal unless there's a specific CPC goal. So, I had a chat with the client about where our ROAS goals should be for different campaigns.

Swimwear.GoogleAdsCaseStudy
Swimwear.GoogleAdsCaseStudy

We set up some experiments with Target ROAS and Maximize Conversion goal values, and ran 50-50 split tests in Google Ads to see which ones performed better. Lo and behold, the Target ROAS goals were crushing a bit more. Some of the experiment results can be seen (above) from this time period.

 

Swimwear.GoogleAdsCaseStudy

In addition to the search campaigns, many of them had low ad strength and were targeting a wide range of broad match keywords.

Ad Strength shows how well an ad creative follows Google’s best practices for optimal performance.

Swimwear.GoogleAdsCaseStudy

To improve their performance, we updated the ad copy for these keywords to make them more relevant and responsive to search queries. This involved converting the client's old, untouched account with expanded text ads into responsive search ads.

Swimwear.GoogleAdsCaseStudy
Swimwear.GoogleAdsCaseStudy

That resulted in a significant increase in click-through rates. In fact, the click-through rates for many of the ads went up by 71 percent, while others saw an increase of 29 percent. By restructuring the ads and ensuring that the ad groups were properly segmented, we were able to identify the best terms and achieve greater relevance for search queries. This resulted in a significant improvement in performance, as evident in the data.

Problem 3: Performance Max

The third problem we addressed was the underperforming Performance Max campaign.

Swimwear.GoogleAdsCaseStudy

We restructured it to get it on the right track by incorporating audience signals from its best-performing converters, customer lists, and top-performing keywords.

Swimwear.GoogleAdsCaseStudy

This ensured that the campaign was set up to scale properly and only targeted people based in the United States, rather than those simply interested in the country.

Location targeting is based on a variety of signals including users’ settings, devices and behavior.

Swimwear.GoogleAdsCaseStudy

These changes significantly improved the ROAS on the account.

Problem 4: Remarketing

Then we addressed the remarketing side of the account, which was not being utilized effectively.

Swimwear.GoogleAdsCaseStudy

We set up video and search remarketing, which resulted in a 12x ROAS for search remarketing and a 1x ROAS for YouTube remarketing.

Swimwear.GoogleAdsCaseStudy
Swimwear.GoogleAdsCaseStudy

A lot of these were assisted sales helping with brand search and several other avenues that aren’t directly trackable with viewer conversions. So, remarketing was the final piece of the puzzle.

Swimwear.GoogleAdsCaseStudy

By incorporating customer match lists and linking the Google and YouTube ads accounts, we were able to improve the audiences for YouTube remarketing and target subscribers more effectively. This helped to complete the funnel for people who had added items to their cart or viewed the website but hadn't converted.

Problem 5: Promotions

 

Finally, we addressed the issue of promotions by updating the Google Merchant Center with fresh promotional assets on a regular basis.

Swimwear.GoogleAdsCaseStudy

This allowed us to track the promotions we were running and optimize our ad spend.

Swimwear.GoogleAdsCaseStudy

As a result, we saw a 33X  ROAS and an 8 percent click-through rate, which greatly improved the performance of the shopping ads. Overall, these changes helped the client achieve the impressive results they were looking for.

Final Wrap-Up

In this case study, we demonstrated the power of a comprehensive Google Ads strategy in driving remarkable results for a Shark tank client. By addressing five key problems - inadequate analytics and tracking, suboptimal search campaigns, underperforming Performance Max campaign, incomplete remarketing funnel, and lack of promotional assets - we were able to significantly improve the client's ad performance. By optimizing the client's Google Ads campaigns and leveraging the full potential of remarketing and promotions, we were able to deliver outstanding results and drive growth for the client's business.

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About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.