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Project Duration: 8 months•E-commerce
65% Higher Conversion Rate for E-commerce Brand
How we transformed Fashion Outlet's PPC performance with strategic campaign optimization and advanced targeting.
65%
Higher Conversion Rate
30%
Reduction in Ad Spend
85%
Increase in ROAS
Client Overview
About Fashion Outlet
Fashion Outlet is a mid-sized e-commerce retailer specializing in affordable fashion for young adults. With over 5,000 products across multiple categories, they were struggling with high advertising costs and low conversion rates despite significant traffic.
Company Details:
- • Industry: E-commerce Fashion Retail
- • Annual Revenue: $2.5M
- • Target Audience: 18-35 year olds
- • Product Range: 5,000+ fashion items
- • Geographic Focus: United States
The Challenge
Primary Issues
- • High cost per acquisition ($45) with industry average at $25
- • Low conversion rate (1.2%) despite high-quality traffic
- • Poor ROAS (2.1:1) making campaigns barely profitable
- • Inefficient keyword targeting and ad spend allocation
- • Lack of audience segmentation and personalization
- • Seasonal fluctuations causing inconsistent performance
Initial Performance Metrics
PPC Performance
- • Monthly Ad Spend: $15,000
- • Conversion Rate: 1.2%
- • Cost Per Click: $1.85
- • Quality Score Average: 4.2/10
- • ROAS: 2.1:1
Business Impact
- • Monthly Revenue from PPC: $31,500
- • Cost per Acquisition: $45
- • Customer Lifetime Value: $120
- • Return Customers: 15%
- • Average Order Value: $65
Our Strategic Solution
Phase 1: Account Restructure (Month 1-2)
Campaign Architecture
- • Complete campaign restructure by product categories
- • Implemented Single Keyword Ad Groups (SKAGs)
- • Created separate campaigns for brand vs. generic terms
- • Set up dynamic remarketing campaigns
- • Implemented shopping campaign optimization
Phase 2: Audience Targeting (Month 2-4)
Advanced Targeting
- • Custom audiences based on purchase behavior
- • Lookalike audiences from high-value customers
- • Demographic and interest-based targeting
- • Geographic targeting optimization
- • Device and time-based bid adjustments
Phase 3: Creative Optimization (Month 3-6)
Ad Creative Strategy
- • A/B tested 50+ ad variations
- • Seasonal and trend-based ad copy
- • High-quality product imagery optimization
- • Video ads for social media campaigns
- • Dynamic product ads implementation
Phase 4: Landing Page CRO (Month 4-8)
Conversion Optimization
- • Landing page A/B testing (12 variations)
- • Mobile optimization improvements
- • Checkout process streamlining
- • Trust signals and social proof addition
- • Site speed optimization (2.3s to 1.1s)
Comprehensive Results Analysis
8-Month Results Summary
1.98%
Final Conversion Rate
(65% increase)
$10,500
Monthly Ad Spend
(30% reduction)
3.9:1
ROAS Achievement
(85% increase)
$25
Cost per Acquisition
(44% reduction)
Performance Metrics Over Time
| Month | Ad Spend | Conversion Rate | ROAS | CPA |
|---|---|---|---|---|
| Baseline | $15,000 | 1.2% | 2.1:1 | $45 |
| Month 2 | $14,200 | 1.4% | 2.4:1 | $41 |
| Month 4 | $13,100 | 1.6% | 2.8:1 | $36 |
| Month 6 | $11,800 | 1.8% | 3.4:1 | $29 |
| Month 8 | $10,500 | 1.98% | 3.9:1 | $25 |
Campaign Performance Highlights
- • Shopping campaigns: 95% increase in ROAS
- • Brand campaigns: 4.8:1 ROAS achieved
- • Remarketing: 12.3% conversion rate
- • Mobile optimization: 78% mobile conversion improvement
Business Impact
- • Monthly revenue increase: $58,500
- • Profit margin improvement: 23%
- • Customer acquisition cost reduction: 44%
- • Return customer rate: increased to 28%
Client Testimonial
"The transformation in our PPC performance has been incredible. Not only did we reduce our ad spend significantly, but our conversion rates and overall profitability improved dramatically. The team's strategy and execution were flawless."
— Jane Doe, Marketing Director, Fashion Outlet