New orders and leads from PPC advertising for an online clothing shop

This case study shows how you can set up effective advertising in a highly competitive niche for a brand that specializes in the production of knitted garments. In 3 months of cooperation we managed to achieve a conversion rate of 0.36%.

BASIC INFORMATION

• Business niche: selling clothes 
• Region: all Ukraine
• Service: PPC setting
• Goal: increase leads, lower cost per click
• Result: achieved increase in conversion rates, attracted new leads and orders

The brand sells knitwear and has been known in the Ukrainian market for 20 years. During this period, the company has gained popularity among customers from different regions of Ukraine and gained regular customers. Seller's assortment is quite wide - more than 200 items of seasonal goods (jumpers, cardigans, dresses). When buying, customers can choose not only the size but also the colour (there are about 30 kinds of yarn), which makes it easier for customers to choose the clothes according to their tastes and preferences.

The items are sold through the manufacturer's website and marketplaces. Characteristic features of this resource are:

• a catalogue with many sections;
• logical navigation;
• a simple ordering form;
• offers and conditions for wholesale customers.

The manufacturer also offers a high level of service. The company guarantees the quality of the goods and provides prompt dispatch via postal services throughout Ukraine. The company operates in a highly competitive niche, which makes it difficult to get a stable conversion rate from its own website. This problem was the main reason why company representatives contacted us. It was decided to set up contextual advertising to attract visitors to the resource.

MAIN OBJECTIVES

The client has given us the task of increasing the flow of customers and visitors to a website selling women's clothing. This niche is densely populated with marketplaces, brands and shops with products from various brands. The customers said that they tried to set up PPC advertising themselves, but it brought almost no leads. Taking into account the previous experience and the negative result, we set the following objectives for our further work:

• attract new customers through contextual advertising;
• reduce the price per click.

These results, in turn, should increase the ROI of the PPC.

THE WORK WE HAVE PERFORMED

We already had experience in launching PPC advertising for online clothing shops, so we were immediately prepared to overcome the high competition. To achieve the desired result, it was decided to carry out work on several fronts.

STEP 1: RE-FORM THE SEMANTIC CORE

To achieve our goals, it was important to reconsider the keyword phrases for which the ads would be shown. We then expanded the phrases with additional words, and in the next stage, we removed low-frequency and 'junk' keywords. This approach helped us to optimise our advertising costs.

STEP 2: DEVELOPING A NEW SEMANTIC CORE STRUCTURE

First of all, our experts generated a list of campaigns to be launched:

• branded;
• by a number of common requests;
• dynamic.

Different types of advertising allow us to reach a wider segment of the audience.

STEP 3: WORKING WITH SEARCH ADVERTISEMENTS

This step was the main focus of the experts. The objective was to show that the client offered an original product, which enabled them to distance themselves from competitor shops.

We also carried out an A/B test, which helped us determine the click-through rate of the ads and the potential for increasing this indicator. The move also made it possible to test the viability of our hypotheses and experimentally assess users' interests.

STEP 4: LAUNCHING GOOGLE SHOPPING

This technique aims to attract customers by increasing the number of showings of different garments. After Google Shopping was launched, a number of keywords led to users seeing items from the brand's collection amongst similar products. This technique makes it easier for shoppers to choose, while the customer receives an increase in orders and click-through rates.

COMMENTS OF THE EXPERT:

"Launching PPC advertising in the clothing sector is quite a specific process. The price for attracting a customer reached an average of 300-400 hryvnias. But competent reconfiguration and adjustment of PPC tools, expansion of semantics and running of ads in Google Shopping allowed our team to achieve positive results. Among the challenges we overcame was also the product range. The client sells seasonal clothing, so the promotion period was short, only up to 6 months.”

OUR PROJECT RESULTS

For the client, an important indicator of the success of the cooperation was new leads and an increase in conversions. Over 3 months of promotion in a niche with strong competition, we managed to achieve the following rates.

CONCLUSIONS AND FURTHER PLANS

At the moment the client's promotion is suspended due to a number of reasons beyond our control. For the company's specialists, working in this area was an additional experience of how to effectively set up PPC advertising in a highly competitive niche.