Google Search Campaign Optimizes Clothing E-Commerce
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This plan was a simulation for a real e-commerce brand in the clothing sector. Most of the data is fictitious and others were gathered from public tools.
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Google Search Campaign Optimizes Clothing E-Commerce
- 1. Google Search Campaign CLOTHING E-COMMERCE
- 2. WHAT ARE SOME OF ITS MAIN SECTIONS? THE CLIENT WEBSITE
- 3. DRESSES CLOTHING ACCESSORIES SHOES EDITS WHAT ARE SOME OF ITS MAIN SECTIONS? THE CLIENT WEBSITE
- 4. DRESSES WE ARE GOING TO FOCUS ON
- 5. IN A GOOGLE SEARCH CAMPAIGN, DIFFERENT DRESSES REQUIRE DIFFERENT KEYWORDS.
- 7. Ad Lib | D. Anna | Glamourous | JDY | John Zack | Marc Angelo | NA/KD | New Collection | Noisy May | Only Dress | Pieces | Pixie Daisy | Stella | Traffic People | Vero Moda Beige | Black | Blue | Brown | Burgundy | Cerise | Coral | Cream | Green | Grey | Khaki | Mint | Multi | Mustard | Navy | Orange | Pink | Purple | Red | Rust | Tan | Teal | White | Wine | Yellow 10 | 12 | 14 | 16 | 18 | 32 | 34 | 36 | 38 | 6 | 8 | L | L/XL | M | One Size | S | XL | XS | XXL Bridesmaid | Communion | Confirmation | Graduation | Holiday | Night Out | Race Day | Wedding Guest | Workwear 3/4 | Cap | Long | Short | Sleeveless Abstract | Animal | Floral | Geometric | Pathwork | Polka Dot | Stripes | Tropical A-Line | Bodycon | Day dress | Denim | Jumper | LBD | Maxi | Midi | Occasion | Party | Pinafore | Shirt | Short | Skater | Tunic | Wrap THESE WERE THE BASE KEYWORDS FOR THE CAMPAIGN
- 8. TECHNIQUE THE DATA YOU ARE GOING TO SEE WERE COLLECTED FROM THESE TOOLS.
- 9. COMPETITOR 1 and 2 are the main players in the Irish market. While COMPETITOR 3 seems to be the one with a similar monthly traffic to THE CLIENT. 61K 41% 59% 64K 51% 49% 805K 56% 44% 1M 57% 43% MONTHLY DESKTOP TRAFFIC FROM IRELAND PROPORTION FROM SEARCH PROPORTION FROM OTHER TRAFFIC SOURCES Source: www.similarweb.com THE CLIENT COMPETITOR 3 COMPETITOR 2 COMPETITOR 1
- 10. 41% 51% 56% 57% PROPORTION FROM SEARCH SEARCHES FOR THE CHOSEN KEYWORDS* HAVE BEEN GROWING OVER YEARS. *dress, wedding guest dress, white dress, midi dress, maxi dress, communion dress, wrap dress, black dress, bridesmaid dress, occasion dress, party dress, red dress, shirt dress, blue dress, pink dress, green dress, yellow dress, skater dress, bodycon dress, denim dress, purple dress, vila dress, graduation dress, orange dress, long sleeve dress, a line dress, cream dress, day dress, short dress, animal print dress, dress size 18, pinafore dress, jumper dress, tunic dress, navy dress, confirmation dress, grey dress, vero moda dress, burgundy dress, floral print dress, race day dress, multi dress, jdy dress, pieces dress, only dress, coral dress, sleeveless dress, lbd dress, holiday dress, dress size 10, tan dress, geometric print dress, teal dress, brown dress, rust dress, dress size 16, dress size 14, khaki dress, mustard dress, short sleeve dress, traffic people dress, beige dress, tropical print dress, marc angelo dress, cap sleeve dress, dress size 12, dress size 8, john zack dress, abstract print dress, cerise dress, 3 4 sleeve dress, wine dress, stella dress, mint dress, ad lib dress, d anna dress, dress one size, dress size 32, dress size 34, dress size 36, dress size 38, dress size 6, dress size L, dress size L XL, dress size M, dress size S, dress size XL, dress size XS, dress size XXL, glamorous dress, na kd dress, new collection dress, night out dress, noisy may dress, pathwork print dress, pixie daisy dress, polka dot print dress, stripes print dress, workwear dress, zibi london dress. Source: https://ads.google.com/home/tools/keyword-planner/ THE CLIENT COMPETITOR 3 COMPETITOR 2 COMPETITOR 1
- 11. 41% 51% 56% 57% PROPORTION FROM SEARCH MOST OF THE SEARCHES WERE MADE OVER THE FIRST 3 MONTHS OF THE YEAR. Dublin 30% Cork 11% Galway 6% Limerick 5% Kildare 4% Other counties 44% BY COUNTY Source: https://ads.google.com/home/tools/keyword-planner/
- 12. BROAD MATCH PHRASE MATCH EXACT MATCH EXAMPLES OF POSITIVE KEYWORDS BY CHOSEN MATCH TYPES “ “ “ “ “ “ ] [ ] [ ] [ KEYWORDS LIST *dress, wedding guest dress, white dress, midi dress, maxi dress, communion dress, wrap dress, black dress, bridesmaid dress, occasion dress, party dress, red dress, shirt dress, blue dress, pink dress, green dress, yellow dress, skater dress, bodycon dress, denim dress, purple dress, vila dress, graduation dress, orange dress, long sleeve dress, a line dress, cream dress, day dress, short dress, animal print dress, dress size 18, pinafore dress, jumper dress, tunic dress, navy dress, confirmation dress, grey dress, vero moda dress, burgundy dress, floral print dress, race day dress, multi dress, jdy dress, pieces dress, only dress, coral dress, sleeveless dress, lbd dress, holiday dress, dress size 10, tan dress, geometric print dress, teal dress, brown dress, rust dress, dress size 16, dress size 14, khaki dress, mustard dress, short sleeve dress, traffic people dress, beige dress, tropical print dress, marc angelo dress, cap sleeve dress, dress size 12, dress size 8, john zack dress, abstract print dress, cerise dress, 3 4 sleeve dress, wine dress, stella dress, mint dress, ad lib dress, d anna dress, dress one size, dress size 32, dress size 34, dress size 36, dress size 38, dress size 6, dress size L, dress size L XL, dress size M, dress size S, dress size XL, dress size XS, dress size XXL, glamorous dress, na kd dress, new collection dress, night out dress, noisy may dress, pathwork print dress, pixie daisy dress, polka dot print dress, stripes print dress, workwear dress, zibi london dress.
- 13. BROAD MATCH PHRASE MATCH EXACT MATCH EXAMPLES OF POSITIVE KEYWORDS BY CHOSEN MATCH TYPES brand name “ “ “ “ “ “ glamorous dress orange dress sleeveless dress ] [ ] [ dress *dress, wedding guest dress, white dress, midi dress, maxi dress, communion dress, wrap dress, black dress, bridesmaid dress, occasion dress, party dress, red dress, shirt dress, blue dress, pink dress, green dress, yellow dress, skater dress, bodycon dress, denim dress, purple dress, vila dress, graduation dress, orange dress, long sleeve dress, a line dress, cream dress, day dress, short dress, animal print dress, dress size 18, pinafore dress, jumper dress, tunic dress, navy dress, confirmation dress, grey dress, vero moda dress, burgundy dress, floral print dress, race day dress, multi dress, jdy dress, pieces dress, only dress, coral dress, sleeveless dress, lbd dress, holiday dress, dress size 10, tan dress, geometric print dress, teal dress, brown dress, rust dress, dress size 16, dress size 14, khaki dress, mustard dress, short sleeve dress, traffic people dress, beige dress, tropical print dress, marc angelo dress, cap sleeve dress, dress size 12, dress size 8, john zack dress, abstract print dress, cerise dress, 3 4 sleeve dress, wine dress, stella dress, mint dress, ad lib dress, d anna dress, dress one size, dress size 32, dress size 34, dress size 36, dress size 38, dress size 6, dress size L, dress size L XL, dress size M, dress size S, dress size XL, dress size XS, dress size XXL, glamorous dress, na kd dress, new collection dress, night out dress, noisy may dress, pathwork print dress, pixie daisy dress, polka dot print dress, stripes print dress, workwear dress, zibi london dress. KEYWORDS LIST orange dress sleeveless dress glamorous dress THE CLIENT +
- 14. BROAD MATCH PHRASE MATCH EXACT MATCH EXAMPLES OF POSITIVE KEYWORDS BY CHOSEN MATCH TYPES brand name “ “ “ “ “ “ glamorous dress orange dress sleeveless dress ] [ dress Can, cannot, how, will, who, why, apart, broke, broken, burn, burned, burnt, care, caring, condition, crack, cracked, cracking, cut, deform, deformed, discolor, drop, dropped, fix, maintenance, odor, odors, part, parts, repair, shrank, shrunk, smell, smells, stain, stained, stolen, bargain, bargains, charity, cheap, cheapest, code, coupon, coupons, counterfeit, discount, fake, inexpensive, knock off, knock offs, liquidation, rebate, rebates, refurbish, refurbished, surplus, rental, rent, near me, free, low cost, second hand, used, sale, deals, how to, what is, museum, DIY. Source: https://answerthepublic.com/ EXAMPLES OF NEGATIVE KEYWORDS ] [ orange dress sleeveless dress glamorous dress
- 15. CAMPAIGN NAME Dresses by Dress Type CAMPAIGN NAME Dresses by Occasion CAMPAIGN NAME Dresses by Print CAMPAIGN NAME Dresses by Colour CAMPAIGN NAME Dresses by Brand CAMPAIGN NAME Dresses by Size CAMPAIGN NAME Dresses - General CAMPAIGN NAME Dresses by Sleeve Lenght
- 16. CAMPAIGN NAME Dresses by Dress Type CAMPAIGN NAME Dresses by Occasion CAMPAIGN NAME Dresses by Print CAMPAIGN NAME Dresses by Colour CAMPAIGN NAME Dresses by Brand CAMPAIGN NAME Dresses by Size CAMPAIGN NAME Dresses - General POSITIVE ROI CAMPAIGN NAME Dresses by Sleeve Lenght
- 17. CAMPAIGN NAME Dresses by Dress Type CAMPAIGN NAME Dresses by Occasion CAMPAIGN NAME Dresses by Print CAMPAIGN NAME Dresses by Colour CAMPAIGN NAME Dresses by Brand CAMPAIGN NAME Dresses by Size CAMPAIGN NAME Dresses - General POSITIVE ROI NEGATIVE ROI BUT NEARLY POSITIVE CAMPAIGN NAME Dresses by Sleeve Lenght
- 18. CAMPAIGN NAME Dresses by Dress Type CAMPAIGN NAME Dresses by Occasion CAMPAIGN NAME Dresses by Print CAMPAIGN NAME Dresses by Colour CAMPAIGN NAME Dresses by Brand CAMPAIGN NAME Dresses by Size CAMPAIGN NAME Dresses - General POSITIVE ROI NEGATIVE ROI BUT NEARLY POSITIVE NEGATIVE ROI CAMPAIGN NAME Dresses by Sleeve Lenght
- 19. CAMPAIGN NAME Dresses by Dress Type CAMPAIGN NAME Dresses by Occasion CAMPAIGN NAME Dresses by Print CAMPAIGN NAME Dresses by Colour CAMPAIGN NAME Dresses by Brand CAMPAIGN NAME Dresses by Size CAMPAIGN NAME Dresses - General POSITIVE ROI NEGATIVE ROI BUT NEARLY POSITIVE NEGATIVE ROI CAMPAIGN NAME Dresses by Sleeve Lenght HOW I ESTIMATED THAT?
- 21. BRIEF RECAP AND ESTIMATED SCENARIO CONVERSION RATE 1.3% PROFIT MARGIN 35% ROI 1.71 ROAS 4.89 €115 SALES 245 CLICKS 15,809 TRAFFIC 14,228 BUDGET €5,774.33 REVENUE €28,211.10 CPC: €0.37 CPA: €23.54 €9,873.88 by 90% page loading rate AVERAGE ORDER VALUE communion dress, blue dress, dress, red dress, pink dress, bridesmaid dress, midi dress, white dress, maxi dress, shirt dress, black dress, wrap dress, occasion dress, party dress, wedding guest dress. KEYWORDS CONSIDERED IN THIS SCENARIO
- 22. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 23. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 24. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions CONVERSION VALUE VOLUME CONVERSION RATE ROAS PROFITABILITY PROPORTION
- 25. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 26. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions €192.48/day
- 27. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions 4 2 LOW ROAS 6 HIGH ROAS FOCUS ON MAXIMISING CLICKS AT THE BEGINNING. AFTER GETTING 15 CONVERSIONS IN THE LAST 30 DAYS, I WOULD UPDATE THE BIDDING STRATEGY TO CONVERSION VALUE AND SET UP DIFFERENT TARGET ROAS ACCORDING TO THE CAMPAIGN PERFORMANCE IN ORDER TO ACHIEVE THE TARGET ROAS. TARGET ROAS
- 28. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 29. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions IRELAND
- 30. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 31. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions EVERYBODY BUT WITH AN EYE ON MALES AND OLDER AUDIENCES AS THEY MIGHT GET LOW ROAS. TARGETING
- 32. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions Clothing, women's clothing, clothing & accessories, clothing brands, dresses, bodycon dresses, plus size dresses, silk dresses, vintage dresses, formal dresses, designer dresses, sweater dresses, shirt dresses. OBSERVATION In-Market Segments Shopaholics, department store shoppers, shoppers by shop type, fashionistas, value shoppers. Affinity Segments Pageview, view content, add to wishlist, add to cart, initiate checkout, purchase, sessions ≥ 2, session duration ≥ 2 min. Website visitors segments Pageview, view content, add to wishlist, add to cart, initiate checkout, purchase, sessions ≥ 2, session duration ≥ 2 min. Similar segments
- 33. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 34. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions 1 RSA PER AD GROUP.
- 35. CAMPAIGN STRUCTURE Campaign Goal Campaign Type Key Performance Indicators Daily Budget Networks Bidding Location Audiences Ad Schedule Ad Groups Ads Extensions
- 36. Campaigns Ad Groups Search Terms Negative Terms Ad Groups Devices Ad Schedule Location Observation Audiences Create new ads and pause other ones “GEARS” TO BE OPTIMIZED ON WEEKLY BASIS BIDDING ADS TARGETING STRUCTURE
- 38. OTHER CAMPAIGN TYPES SUCH AS THE REMARKETING ONES ARE RELEVANT TO BOOST THE RESULTS THROUGH “WARM” AND “HOT” AUDIENCES.
- 39. COLD AUDIENCE WARM AUDIENCE HOT AUDIENCE People who have never heard/seen a product/service. People who have been exposed to a product/service and shown interest. People who have bought a product/service.
- 40. WARM AUDIENCE HOT AUDIENCE COLD AUDIENCE People who have never visited THE CLIENT website. People who have done anything on THE CLIENT website. People who have bought on THE CLIENT website. IN THIS CAMPAIGN THAT WOULD BE… FOCUS ON THOSE WHO: sessions ≥ 2, session duration ≥ 2 min, add to cart events. ADS MESSAGE: Discount coupon, social proofs etc. PLATFORMS: In-Stream on any channel Display Feed & Stories Feed
- 41. WARM AUDIENCE HOT AUDIENCE COLD AUDIENCE IN THIS CAMPAIGN THAT WOULD BE… FOCUS ON THOSE WHO: initiate checkout and purchase events and customers’ emails. ADS MESSAGE: Similar products. PLATFORMS: In-Stream on any channel Display Feed & Stories Feed People who have never visited THE CLIENT website. People who have done anything on THE CLIENT website. People who have bought on THE CLIENT website.
- 42. IN ORDER TO GET SCALE WE NEED TO USE OTHER PLATFORMS AND TRY TO CONVERT ALSO COLD AUDIENCES WITH HIGH POTENTIAL OF CONVERSION.
- 43. ALSO, CUSTOM SEGMENTS AS TARGET AUDIENCES WARM AUDIENCE HOT AUDIENCE COLD AUDIENCE IN THIS CAMPAIGN THAT WOULD BE… FOCUS ON AUDIENCES SIMILAR TO: Purchase events and customers’ emails. PLATFORMS: VISITORS OF COMPETITORS' DRESSES PAGES In-Stream on Specialized Channels Shopping Feed & Stories Related Pins People who have never visited THE CLIENT website. People who have done anything on THE CLIENT website. People who have bought on THE CLIENT website.
- 44. FOCUS ON AUDIENCES SIMILAR TO: Purchase events and customers’ emails. PLATFORMS: ALSO, CUSTOM SEGMENTS AS TARGET AUDIENCES WARM AUDIENCE HOT AUDIENCE COLD AUDIENCE IN THIS CAMPAIGN THAT WOULD BE… VIEWERS OF THE MOST WATCHED VIDEOS ON DRESSES AND RELATED TOPICS In-Stream on Specialized Channels Shopping Feed & Stories Related Pins People who have never visited THE CLIENT website. People who have done anything on THE CLIENT website. People who have bought on THE CLIENT website.
- 45. FOCUS ON AUDIENCES SIMILAR TO: Purchase events and customers’ emails. PLATFORMS: ALSO, CUSTOM SEGMENTS AS TARGET AUDIENCES WARM AUDIENCE HOT AUDIENCE COLD AUDIENCE IN THIS CAMPAIGN THAT WOULD BE… OUTFIT APPS USERS In-Stream on Specialized Channels Shopping Feed & Stories Related Pins People who have never visited THE CLIENT website. People who have done anything on THE CLIENT website. People who have bought on THE CLIENT website.
- 46. NOTES
- 47. I am conscious that the 102 chosen keywords are a low number for a Google Search Campaign and I have chosen the most obvious ones related to THE CLIENT business. In a real demand, I would go much deeper by using variations of the core keywords. NOTES
- 48. Even though this campaign was planned for the Irish market, in a real demand, I would consider other secondary ones as I have seen that about 10% of the desktop traffic came from United Kingdom and other English-speaker countries. I would make this decision based on conversions from those other markets. NOTES
- 49. For keywords related to the brand name I estimated a different conversion rate of 3.9% just because based on my own experience those brand keywords convert 3x more than other ones. NOTES
- 50. The shown estimated scenario was mostly based on the Google Keywords Planner tool. However, I imagine that THE CLIENT’s Google Tag has already knowledge enough about those who convert most and it might get better results for the chosen keywords including the ones that seem to be “bad” based on the plan. NOTES
- 51. In a real demand, I would use the presented data as well as results from previous campaigns and e-commerce reports from Google Analytics in order to make better data- driven decisions. NOTES