Fashion Retailer PPC Campaign Optimization
The Challenge
A growing fashion retailer was struggling with rising customer acquisition costs and diminishing returns from their digital advertising campaigns. Their ROAS had dropped to 1.2x, making scaling impossible and threatening the profitability of their online channel.
They needed a comprehensive overhaul of their PPC strategy to improve efficiency and restore profitability while maintaining sales volume.
Our Approach
Comprehensive Account Audit
We conducted a deep dive into the existing campaign structure, identifying inefficiencies and opportunities for improvement.
Advanced Audience Segmentation
We restructured audience targeting based on purchase intent signals and customer lifetime value predictions.
Creative Optimization
We developed a systematic A/B testing framework for ad creative, improving click-through rates by 68%.
Landing Page Optimization
We redesigned key landing pages with a focus on conversion rate optimization, reducing bounce rates by 42%.
Implementation Details
Campaign Restructuring
We completely rebuilt the campaign architecture using a SKAG (Single Keyword Ad Group) approach for high-value products and a more consolidated structure for broader categories.
- Implemented granular campaign structure with dedicated budgets for high-ROAS segments
- Developed custom bidding strategies based on product margin and inventory levels
Audience Strategy
We built a sophisticated audience targeting framework that leveraged first-party data and platform-specific signals.
- Created custom audience segments based on purchase history, browsing behavior, and engagement levels
- Implemented lookalike audiences with varying similarity thresholds for prospecting campaigns
Creative Optimization
We established a systematic creative testing framework to continuously improve ad performance.
- Developed a matrix of value propositions, CTAs, and visual elements for structured testing
- Created dynamic ad templates that automatically featured best-selling products and promotions
Results
ROAS
Conversion Rate
Cost Per Acquisition
Revenue
Timeline
Results achieved within 90 days of implementation.
Key Learnings
Insights from this project that can be applied to similar challenges.
Audience Precision Beats Scale
Narrower, more precisely targeted audiences consistently outperformed broader targeting, even with smaller reach.
Creative Consistency Matters
Maintaining visual and messaging consistency from ad to landing page significantly improved conversion rates.
Data-Driven Budget Allocation
Dynamic budget reallocation based on real-time performance metrics led to significant efficiency gains.
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