We conducted a thorough, in-depth audit of Childsplay Clothing’s account, remedied its inefficiencies, and then started getting the new campaigns live. During this time, we undertook the following tasks:
- Campaigns were restructured according to trademark brand, designer brands, best-selling products, and lowest-selling products.
- Ad groups were segmented by gender and age.
This new, more granular PPC account structure gave us greater insight into campaign performance. More importantly, it gave us more control over spending and optimisation. It allowed us to paint a clearer picture of the interest, intent, and demographics of our client’s audience, which then continuously informed our campaigns.
During our initial audit, we noted that not all high-value customer engagements were being tracked. Inaccurate or incomplete conversion tracking is something we often spot in our clients’ accounts during our first audit of their site. The biggest problem with it is that campaigns informed by such data will simply not perform efficiently.
As a result, we made sure that all conversions – from customer calls to email address/customer service contact clicks – were tracked. Full conversion coverage then fuelled Google’s machine learning algorithms and optimisation.
New Campaign Types
Before we began managing their accounts, Childsplay Clothing was only running outdated “Standard Shopping” campaigns. We launched “Smart Shopping” campaigns and they generated more traffic at a lower cost, more sales, as well as higher revenue and ROI.
A large reason for the success of our PPC strategy was the severe emphasis we placed on Google Shopping campaigns. We even worked with a feed management provider to optimise the client’s shopping feed and get the best results possible. But more on that later…
We also launched upper funnel campaigns to grow the company’s brand awareness. This included:
- Dynamic search ads
- Display ads
- Discovery ads
Ad Copy Updates & Optimisations
We carried out frequent ad copy updates and optimisations based on seasonality, sales, events, and popular fashion trends and styles within each designer brand. We also experimented with audience-specific ad copy updates (different ad copy based on audience segments).
N (new) users were targeted with ad copy that aimed to educate them on the client’s offerings, USPs, and trust points. Conversely, R (returning) users saw ad copy that was more transaction-focused. We found that ad copy that emphasised the ease of buying resonated particularly well with returning users.