Case PPC

Promoting a women's clothing brand on Google: budget $28,776.06

We were approached by a German women's clothing brand that wanted to run search and product advertising on Google. They needed to promote seasonal new products as well as specialized clothing for hiking, sports, and other outdoor activities. 


Project: product business (women's clothing)
Geo: Germany
Goal: get more than 5,000 hits per site
Lead time: 1 month
Target audience: Women, 24-45 years old

The most effective advertising channel is PPC . It has held its position for several years now. This is unlikely to change in 2023. This is evidenced by the growth in budgets allocated to pay-per-click or action text ads. More than 70% of global brands plan to invest even more in them. That means online apparel retailers can't ignore this trend in all its forms, including remarketing.

Project goals and objectives

We were given the challenging task of increasing the number of customers for a site that sells women's clothing. It's common knowledge that this is a very busy niche. Representatives of our client's company pointed out that they had practically no leads after launching PPC advertising themselves. In this regard, strategic objectives were set:

1. to bring new clients to the site through contextual advertising;
2. to make the cost of conversion cheaper.

All of this was to increase the return on investment of the advertising campaign.

Work on the project

Step 1: Reconstructing the semantic core
In order to complete the task, we had to clarify the list of keyword phrases for which the ads would be shown. To do this, our specialists gathered marker queries, which most accurately reflect the subject of the landing pages. Then they expanded them with additional words. The next step is removing low-frequency queries and "junk" phrases. All this was done to ensure that the advertising budget was not spent in vain.

Step 2: Developed a new structure of ad campaigns
At this stage, we created a list of campaigns that we planned to run:

  1. branded;
  2. general queries;
  3. dynamic.
  4. Using different types of ads allowed us to reach a more diverse audience.

Step 3: Designing search ads
Our experts put a lot of thought into creating the ads. We needed to show the originality of the products and at the same time set ourselves apart from the competition. In order to determine the click-through rate of our ads, and in order to increase that rate, we ran an A/B-test. 

Step 4. Launch Google Shopping
For our work in the area of women's clothing sales it was essential for us to increase the number of impressions of the models we offer. Google Shopping is a good tool for this. Users could now see items from the collection among similar products by keyword. For the consumer this made it easier to choose, and for our customer it allowed us to gain more customers and increase the number of clicks to the site.

Project results

The important thing for the client was that, as a result of our actions, new leads were generated and the conversion rate of the resource began to increase. In just a month of work in a highly competitive niche, we got these figures:

we spent $28,776.06 and achieved 13,845 clicks with website conversions

Project conclusions

Today the promotion of women's knitwear brand is suspended for reasons beyond our control. For our company, work in the area of consumer goods sales was an invaluable experience in setting up PPC advertising in a highly competitive niche.

Products B2C