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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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Manière De Voir Fashion Marketing

MDV.FashionMarketing

Overview

Fashionistas may already be familiar with the name Maniere De Voir (MDV). The luxury brand claims to offer "timeless designs you buy once and wear forever." But, is their search marketing timeless? I’ll use SEMrush to analyze the brand’s paid search strategies as well as Google and Facebook's ad transparency tools to see where it can improve.

 

Strategy Analysis

I’ll go over:

  • Display and video ads
  • Advertising research
  • Product Listing Ads (PLA)/shopping ads
  • Keywords
  • Recommendations
MDV.FashionMarketing

Display/Video

MDV.FashionMarketing

Currently, MDV is running these (pictured above) banner ads. It’s promoting free shipping on all orders over $200, while featuring a model wearing different types of clothing. Both ads are targeting users who have previously shown interest in these specific products. That’s good. The ads aim to encourage these shoppers to make a purchase by highlighting the brand's logo and reminding them of the special offer.

MDV.FashionMarketing

In addition to the lifestyle ads, other retail-focused ads showcase the product. These ads are targeting men as well.

MDV.FashionMarketing

The brand is not running any video ads, but it could leverage different types of vertical video reels on YouTube Shorts to reach customers on those platforms. It's already using various clips on its Instagram account for organic content, so it could easily adapt those for paid advertising as well.

Maniere De Voire - Facebook Ads

MDV is also running videos on Facebook. This content can be repurposed on YouTube to reach a wider audience and capitalize on the brand's existing video assets.

MDV.FashionMarketing

The store could benefit from scaling its video efforts, particularly with messaging that highlights the durability and quality of its products. The copy "buy once wear forever" is a strong call-to-action that could be used in video ads to encourage customers to make a purchase. Additionally, the closeup shots of the custom designs and the different types of lifestyle and product-focused ads provide a clear demonstration of the product's features and benefits.

MDV.FashionMarketing

There are several Facebook ads, including one with a model showcasing the product (above) and others that highlight the product's unique design. Overall, there is a good amount of video content being utilized by MDV, which could be leveraged further to drive sales and grow the brand.

Search Ads

MDV is running a significant number of non-branded keywords (as shown below).

MDV.FashionMarketing

This indicates the brand is trying to attract new customers who are searching for jumpsuits and playsuits in the US. To effectively reach these potential customers, it's important to ensure the ads have clear and compelling messaging.

In addition to non-branded search ads, MDV is also using dynamic search ads. These ads can be used to promote special offers, such as 60 percent off for summer sales, or to target people who are searching for keywords that they haven't seen before. By using dynamic search ads, MDV can target its ads to the most relevant landing pages or headlines, which can help to improve the effectiveness of its advertising campaigns.

MDV.FashionMarketing

Here are a few more MDV search ads (above). It has some site links for women's best sellers and free shipping available, but I'm not sure where those would take us. Maybe it's trying to drive traffic to its site in general? I would suggest making these into callout extensions or headlines instead of site links.

 

Also, MDV is promoting its Spring Season 23, which is good, since it’s relevant and timely. It's also offering free shipping over $200, which is a nice incentive for people to make a purchase. And MDV is using a lot of different callouts or structured snippets in its descriptions, which can help to grab people's attention and make ads stand out.

Competitor Ads

BoohooMan – YouTube

BoohooMan is running YouTube ads, which provide valuable insight into their marketing strategy.

MDV.FashionMarketing

By analyzing the store's ads, we can see it's utilizing its social media creative for shorts, as well as rectangle videos on YouTube ads. This is something MDV should consider incorporating into its strategy.

MDV.FashionMarketing

MDV.FashionMarketing

MDV.FashionMarketing

Above and below are some exerpts taken from both video ads.

MDV.FashionMarketing
MDV.FashionMarketing

Competitor Ads

BoohooMan - Facebook Ads 

BoohooMan is offering 10 percent off the first order with discount codes (below). It also features diverse models in double images as well as an ‘install now’ command for users to download the store's app.

MDV.FashionMarketing

Competitor Ads

Pretty Little Thing – YouTube Ads

Pretty Little Thing (PLT) is also a significant competitor, and it's promoting its brand through YouTube ads.

MDV.FashionMarketing

Below are some shots taken from PLT's video ads.

MDV.FashionMarketing
MDV.FashionMarketing
MDV.FashionMarketing
MDV.FashionMarketing
MDV.FashionMarketing
MDV.FashionMarketing

As we can see from both videos, all competitors are utilizing YouTube and vertical video ads. This presents an opportunity for MDV to create social creative similar to its competitors.

 

MDV.FashionMarketing

PLT is utilizing app campaigns (as seen above) to collect user data, which is likely more profitable for the fashion brand than simply running display ads to its store.

 

MDV.FashionMarketing

The brand is also running text ads (above) with branded ads and site links, including fast shipping and various callouts such as favorites, plus size, and summer shopping. These callouts are effective for its target audience.

Advertising Research

Positions

MDV.FashionMarketing

This (above) shows MDV’s spend has dropped considerably over the last 24 months – by 99 percent. But it seems to have shifted its spend to more shopping keywords.

Position Changes

As a result of the drop in rankings, MDV has lost many of its keyword positions. However, MDV appears to have shifted a significant portion of its budget toward shopping-related keywords.

MDV.FashionMarketing

Ad History

The other keywords it used to target shoppers are shown here (below).

MDV.FashionMarketing

MDV's spend on branded keywords, including 'coats' and other branded terms, has largely decreased over the past 24 months. It has also stopped bidding on many of its branding terms altogether. This drop in spend isn’t limited to branded keywords, as MDV has also lost coverage percentage on non-branded keywords that it previously had a strong presence on.

Pages

MDV.FashionMarketing

We can also see where it is sending traffic - the home page or specific category pages.

PLA Position

MDV has shifted its budget towards more profitable keywords and shopping ads – notice (below) the 241 percent increase in shopping ads compared to the previous period.

MDV.FashionMarketing

This shift is likely due to the higher conversion rate of shopping ads, which provide customers with a clear image of the product and its price. Shoppers can then make informed purchasing decisions. Customers are then more likely to make a purchase, resulting in a higher conversion rate. In contrast, text ads may have a lower conversion rate.

Competitors

Specifically, PLT has high competition for common keywords, with 280 common keywords identified.

MDV.FashionMarketing

PLA Copies

Let's examine the ad copy (pic below) of MDV's shopping ads: the image, the price, the brand name, and then the title.

MDV.FashionMarketing

Currently, the title structure the store is using is gender plus product type plus material, color, and size. This is crucial because when people search for specific keywords, such as 'women's leggings' or 'silk leggings,' it's important to have the title structured properly based on what people search. If users are searching by material and color for certain products, the shift would be 'women's vegan leather' or 'women's reflective.' PLT is doing a good job here, but it all depends on the search terms. They should always be updated.

Keywords

Keyword Overlap

MDV.FashionMarketing

In conducting keyword research, we can see (above) there’s some overlap between the three brands. MDV has approximately 22,000 keywords, while Boohooman has around 105,000 and PLT has a significantly higher number of around 346,000. This suggests that PLT has a stronger presence in the market and is more likely to be discovered by potential customers through search engines.

Market Explorer

The trends (below) indicate that MDV is an established player and is growing towards becoming a market leader.

MDV.FashionMarketing

It can accelerate this process by leveraging YouTube ads, which would likely help it regain a significant amount of branded search traffic. This would make it more difficult for competitors to enter the market or for retailers to resell MDV's products. By focusing on selling its brand, MDV can gradually scale up its efforts and strengthen its position in the market.

Domain Vs Marketing Dynamics

Examining domain metrics, SHEIN has about 59 percent of the market share, while MDV has only about 1.6 percent.

MDV.FashionMarketing

Recommendations

 

MDV.FashionMarketing

For MDV to garner bigger rewards in its paid search strategy, it should:

 

  • Increase the ads budget to regain branded search terms which would shield it from competitors.
  • Run more display and YouTube video creative, similar to competitors. Eventually, run more app campaigns.
  • Use existing Facebook to scale from there.
  • Increase the shopping budget to attract bottom-of-the-funnel searchers.

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About the Author

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