About/Problem.The company is an international Bespoke Clothing company that is trying to break into the high-end fashion industry in Vancouver. They were having a problem with reaching clients as COVID-19 was preventing them from participating in fashion shows and exhibits. In addition, they had tried their hand at social media post boosting and influencer marketing, but this did not generate any sales.
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My Process.
- Initial consultation meeting to understand the business owner's unique perspective and problems.
- Research into the company, industry, and target market. Upon learning about these things, I was able to identify the following:
- The target market is more likely to search on google for bespoke experiences.
- While influencer marketing is good, many of the influencers' followers simply cannot afford the bespoke experience.
- Those looking to buy bespoke clothing do their research prior to the purchase. This means that this is not something that is typically an impulse buy. Hence, social media ads would be ineffective.
- The recommendation based on my research was that Google Ads was the best digital advertising solution for this business to attract potential clients who may be interested in their services.
- Based on my target market research, I was able to perform keyword research which helped determine the keywords that would be best to target for the campaign.
- Before going in and creating a Google Ads campaign and copy, I first created a landing page for the ads. This landing page was designed specifically to entice potential customers to book an appointment for a virtual clothing consultation with the business owner. In addition, I inserted a google tag to track this conversion so that I am accurately able to report the campaign results to my client.
- I then created a Google Search Ads campaign and created several copies, while employing the a/b testing method.
- This campaign ran for 1 month with a budget of $1,000.
Results.
- Average Cost Per Click: $6.98
- Clicks: 143
- Landing Page Conversion Rate: 2.8%
- 4 Appointments Booked!
These results may not seem like a lot initially. However, given the industry and the value of each client to a bespoke clothing company, 4 clients makes them well over $8,000. In addition, these results were impressive given that it was during COVID-19, when individuals are typically not looking for these types of services.