Today I’m going to discuss Google Ads Case Study about one of our clients at Aarswebs.com. The story is about “Charismatico Dancewear, Dresses, and Costumes” company, for which we run the Google Adwords Campaign, if you don’t know about Adwords, its an online advertising platform. The case study will reveal what kind of strategies I did, what kind of changes we acted, how we understood the market and made a positive ROI improvement. If you dont know yet, our Client was able to earn more then $300,000 in Last Year Alone!
Google Ads Case Study 2024
This is a detailed case study with my experience working specially in E-commerce and clothing niche. Although over the years i have worked with variety of fields and niches but this website was a very good case to show and discuss with the people.
Case Study 2024 Google Ads PPC : Charismatico Dancewear
When Charismatico team gave us the Google Ads Management, they had the following issues with them :
- Adwords was not bringing positive ROI results for them.
- They didn’t have a well designed campaign setup, in-fact they did not have much idea about Adwords.
- Charismatico didn’t know who is their exact customer.
- The team didn’t know about the peak timings and days, when their customer is searching about them.
- They didn’t have much idea about their competitors.
TakeAway 1 : Focusing on Quality over Quantity
Focusing on quality over quantity in Google Ads is crucial for maximizing your return on investment. When you target individuals who are genuinely interested in your product or service, you increase the likelihood of converting those clicks into actual customers.
High-quality leads are more valuable because they are already inclined towards making a purchase, which means less wasted ad spend and higher conversion rates. Instead of attracting a large number of irrelevant visitors, focusing on quality leads ensures your budget is used efficiently. This strategic approach not only boosts your sales but also enhances the overall effectiveness of your advertising campaign.
By prioritizing quality clicks, you’re setting up your business for long-term success with a more engaged and loyal customer base.
What They Are Selling? [On Google Ads Adwords]
Thats the most important thing which everyone knows but sometimes they don’t put much importance in it, but it is indeed a very important step for a successful marketing strategy, the first thing first, you need to do is identify what you are selling..
- Drag Queen Dresses
- Impersonator Dresses
- Showgirl Dresses
- Night Club Costumes
- Diva Dresses
- In dancing category, they were selling cloths related to salsa and latin.
- Celebrity Costumes
- Kids Costumes
- Jewellry and Accessories
In addition to that, they now regularly sale clothes based on events such as
- Costumes and Dresses For Halloween
- Big Friday
- Christmas
and other events.
Who are their customers? [Very Important for Our Google Adwords Ads Case Study]
The Second Thing we need to do was to understand the client’s target market. The Charismatico team did not have any idea and they were targeting all countries, which I feel was simply a wrong idea.
So what I did is that I analyzed the top 10 countries where the most orders were coming from. (In the last 6 months)
- United States
- United Kingdom
- Australia
- Canada
- Spain
- France
- Germany
- Newzealand
- Japan
- Thailand
After a careful analysis and discussion with their team, what so far we learn about our audience was as follows :
- We are only targeting Females.
- Target those females who are searching for clothes in any of the above mentioned category.
- We need to Target Stage Performers
- Target those females who are looking to buy dresses based on events.
Moving ahead, Then I did the organic research using SEMRush to find, from which keywords the organic visitors are being landed on the website :
SEMRush gave me around 1900 keywords, through which i got the basic idea about what kind of keywords are currently bringing the traffic and how we can target them through Adwords for better results. You can try looking at my semrush review for more learning on it.
What are their Competitors on Google Ads Adwords?
The third thing I asked the Charismatico team was, ‘Who Are Your Competitors, who do you think are working well with Adwords?’
Thanks to them, they were generous enough to explain me on it. They provided me with the list of 3 competitors.
- www.sequinqueen.com
- www.saveondancewear.com
- www.latindancefashions.com
In addition to that, SEMRush also provided me with ample of competitors to look and analyze their marketing strategy, type of ads they have, what kind of keywords they do target, their approximate cpc and other details.
If you are wondering on how to do the competitive analysis, I briefly mentioned that in my SEMRush Review, so do check it out.
Determining and Understanding the UPS(Unique Selling Proposition) For Adwords Case Study?
After having a long discussion with Charismatico Owner, we finally decided the following things as our Unique Selling Proposition. Having a good UPS is very important, since it highlights and focuses on ‘Why You’ over others (or) Your Competitors.
- Price: Our Pricing was competitive as compared to our competitors.
- Quality: Our Apparel’s durability and quality was top notch.
- After Sales Support : Charismatico has been on top for providing the customer services to their customers.
Web Analytics and Tracking
Analytics and Tracking is very important for any marketing strategy, without it there is no other criteria to determine what factors and matrices are performing well over others. For analytics we used the following softwares :
- Bigcommerce Analytics. (For Customers Tracking)
- Google Analytics
- Prosper 202
Now I had the most idea..
On My Client Website, their target customers, keywords, competitors, ups and almost everything before I setup the campaign. Next we move on to the setting up the campaign.
Setting Up the Google Ads Campaign
Setting up a Google Ads Campaign is easy, especially when you know things very well. Do check out these 10 steps to Quickly Setup an Awesome Google Ads Campaign. For a revision, here you go:
- Setup Your Goals and Objective.
- Separate Campaigns For Each Audience Type.
- Good Campaign Structure.
- Using Negative Keywords.
- Ad Scheduling
- Ad Extensions
- Bid Adjustment For Mobile and Desktop Devices
- Relevant Landing Pages
- A/B Testing
- Be a Buyer Your Self and See Your Advertisement.
Our goals were simple and easy. We wanted the following objectives for the campaign:
- Wanted More Branding For Our Business; We wanted more and more people to know about us.
- Generate More Sales and Revenue.
- Target those prospects who have last visited our website in 30 days or so but didn’t make a purchase.
- Our Budget Was Around $1500 to $2000 Per Month.
Know Your Audience and Target with Precision
One of the most critical factors in achieving success with Google Ads is a deep understanding of your target audience. Knowing who your customers are, what they want, and how they search for it allows you to tailor your ads to their specific needs and preferences. This can significantly increase the effectiveness of your campaigns.
Keyword Optimization
The successful use of Google Ads often hinges on keyword optimization. Selecting the right keywords, bidding on them strategically, and incorporating them naturally into your ads can dramatically improve your visibility on Google and drive more traffic to your site. Make sure to:
- Conduct thorough keyword research.
- Use both broad and long-tail keywords.
- Continuously monitor and adjust bids.
Continuous Testing and Optimization
Google Ads provides a wealth of data that can be used to continually test and optimize your campaigns. Don’t just set up your campaigns and forget about them. Monitor performance closely, make adjustments as necessary, and always strive to improve.
- Regularly review ad performance metrics.
- Test different ad copies and formats.
- Implement changes based on data insights.
Leveraging Ad Extensions
Ad extensions can add valuable information to your ads, such as location, phone number, or additional website links. They can make your ad more informative and engaging, leading to higher click-through rates.
- Use sitelink extensions to offer additional links to your site.
- Apply call extensions to make it easier for customers to reach you.
- Utilize location extensions if you have a physical store.
Quality Over Quantity
It’s not just about getting a lot of clicks; it’s about getting the right clicks. By focusing on attracting quality leads – people who are genuinely interested in what you have to offer – you can increase your conversion rates and get a better return on your investment.
- Target specific demographics and interests.
- Use remarketing to re-engage visitors.
- Focus on ad relevancy to improve Quality Score.
Setting up an AdWords Campaign is easy, especially when you know things very well. Do check out these 10 steps to Quickly Setup an Awesome AdWords Campaign.
Campaign Setup
I divided the campaign into various segments :
a) Brand Bidding
In this ad group, I was targeting various brand related keywords such as Charismatico Dancewear and it’s variation.
b) Buying and Shopping Keywords.
We created several ad groups based on Buying and Shopping Keywords Strategy for the products we were selling.
c) Customized Campaign Setups For Different Locations.
Generating attention isn’t easy nowadays, specially when a person see’s 5000 amount of ads in a day and he hardly remembers anyone. So to cater that, we added highly customized campaigns for different cities and countries.
d) Re-marketing Campaign.
Do you know that most visitors don’t convert into customers on first visit? Typically a user need a lot of convincing to become a customer, some people need more reason to buy something, some need more trust, some need a bargain to buy your product. Whatever the game is, having a re-marketing campaign to turn those people into customers is always a great idea and I did it using a display campaign for re-marketing.
A good campaign structure should have small set of keywords, with customized ads in each ad group. It isn’t a good idea to have 100’s of keywords in the same ad group.
Keyword Research :
Keyword Research Is very important for Online Advertising Campaign. I have briefly explained the right way to do the keyword research which highlights on how to find buying/shopping keywords, keyword variations, local keywords and other strategies.
The successful use of Google Ads often hinges on keyword optimization. Selecting the right keywords, bidding on them strategically, and incorporating them naturally into your ads can dramatically improve your visibility on Google and drive more traffic to your site. Our Keyword Strategy was divided as follows:
Remember with Adwords Keyword Research, there are other factors to consider as well such as Keyword type with each has it’s own roles and functions. If you don’t know, Adwords Keyword Match Types are as follows:
- Broad Match
- Broad Match Modifier
- Phrase Match
- Exact Match
You can read more about it on Adwords Website. Personally I play mostly with Phrase Match and Exact Match, however there are some situations where I use Broad Match Modifier too. So keeping in mind all this, For Charismatico, I used the following strategy:
- Target those users who are searching for our brand name, ‘Charismatico, ‘Charismatico Dancewear’ and other variations.
- Buying and Shopping Keywords Relevant to the Dress codes We are selling.
- Event based searches, such as clothes for Halloween.
- Identifying the top converting keywords for our competitors and using them in our Campaign with a Competitive Edge.
By focusing on these key aspects of keyword optimization—selecting the right keywords, bidding strategically, and incorporating them naturally into ads—you can significantly enhance your online visibility and attract more targeted traffic to your site.
Update : People ask me about my best software for the Keyword Research, So I asked the 20+ Professionals on that, do check it out on what’s their best Keyword Research Software.
Negative Keywords :
We regularly add the Negative Keywords in the Adwords Campaign. If you are trying to search from what exact queries people are coming at your site. You can goto > Keywords > Search Terms Tab to See that.
Our negative keywords list is continuously increasing, as we are always trying and testing new things. Most New Queries come through the Phrase and Broad Match Modifier. However if you are starting out, you can consider those keywords for Negative and slowly increase the list, based on the reports and statistics.
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Writing Up A Good Ad :
Your advert is the first thing your prospects and consumer see’s from your company. Not only it talks about the company’s impression but it also highlights on what you are selling, what’s your competitive edge and why you?. If you are still not sure on how to write a good ad, then do checkout the tutorial on how to write ads which converts. I have clearly mentioned some good guidelines to follow along with some sample ads.
However make sure your ad :
- Isn’t Hurting Your Company Image.
- Delivering Positive Value and Bringing More Sales and Prospects For The Company.
- Has a High Click Through Rate. (Good for Maintaining Quality Score too).
Ad Scheduling :
For Charismatico, Different timings for Different Markets were being setup through A/B testing. For some campaigns, weekend wasn’t an option and for some campaigns and ad groups, we were spending huge money on weekends. So this is something you personally need to test and see on what works for you because nothing works all the time, you just need to find the top hours and spend all your money in them to get the maximum ROI.
One rule for success is ‘Keep on testing, until it works’.
Ad Extensions
With Charismatico, we started using two Google Ad extensions at start.
- Call Extension
- Site Link Extension.
However, I feel we are missing the Review Extension, which for sure could bring a lot more interest and leads for our business, so I feel there is still room for improvement. If you have an e-commerce store, you should not miss using this feature.
Understanding Ad Extensions
Ad extensions are additional pieces of information that can be added to your Google Ads, such as location, phone number, or additional website links. These extensions make your ad more informative and engaging, leading to higher click-through rates.
Types of Ad Extensions
- Location Extension: Displays your business address, helping local customers find you easily.
- Call Extension: Adds your phone number, allowing users to call you directly from the ad.
- Site Link Extension: Provides additional links to specific pages on your website.
- Review Extension: Showcases positive reviews, adding credibility to your business.
By incorporating ad extensions, you can make your ads stand out and provide more value to potential customers. This can significantly enhance the performance of your Google Ads campaigns, driving more traffic and increasing conversions.
Bid Adjustment & Average Position:
Different things work for different audience, mostly i prefer to use Manual CPC bidding for all keywords, where I feel the average position needs to be at 3-4 no. I have been experimenting the average positions and I feel that these positions suit this type of brand for most sales.
If your aim is only to target the position.1, then you may need to think again!
However for some campaigns, I’m focusing on the target CPA strategy, here we aren’t bidding for keywords, rather for CPA (Cost Per Action).
A/B Testing :
Marketing is all about testing, testing and testing. If you aren’t doing it, you are doing wrong marketing.
For Charismatico, We have a specific budget set which we spend on targeting new area’s, trying new ads, setting up new landing pages and experimenting different things.
Every week, there is some new excitement going on, over their Adwords Account and that’s the reason, why it’s more fun to manage the account, because there is always something new, in terms of observation, statistics, profits, leads or anything. Yes there are losses too, but thats what Marketing is all about.
Continuous Testing and Optimization
The Google Ads platform provides a wealth of data that businesses can use to continuously test and optimize their campaigns. The businesses in these case studies didn’t just set up their campaigns and forget about them; they monitored their performance closely, made adjustments as necessary, and continually strived to improve.
Whether it’s tweaking ad copy, experimenting with new keywords, or refining targeting parameters, the key is to never become complacent. Regularly analyzing performance metrics allows you to identify what’s working and what’s not. This ongoing process ensures that you’re always moving towards better results, higher ROI, and more effective campaigns.
Practical Steps
- Set a Budget for Experimentation: Like Charismatico, allocate a portion of your budget specifically for testing new areas, ads, and landing pages.
- Monitor Performance: Keep a close eye on your campaign metrics. Use tools like Google Analytics to gain insights into what’s driving conversions and what’s not.
- Make Adjustments: Based on your observations, be prepared to make adjustments. This could mean changing your ad copy, adjusting bids, or exploring new keywords.
- Analyze and Optimize: Continuously analyze the data to understand trends and optimize for better performance. This iterative process is crucial for long-term success.
By integrating continuous testing and optimization into your strategy, you can ensure that your Google Ads campaigns remain dynamic and effective. The excitement of trying new things and the insights gained from detailed analysis make the process not just beneficial but also engaging.
Spending
Now let’s have a look on the spending they did last year.
So let’s have a look on the client total investment : $22,339.25
These are the spending for statistics of the whole last year.
Please keep in mind that, a part from Adwords, we did not spend any money for customer or traffic acquisition.
Revenue
Now Move on to the Revenue side. Let’s have a look on what did they earn in the last year.
So the client has earned a total of $345,267.72 with just $22,339.25 investment, cool isn’t it?
Bonus Information.
Key Insights from Google Ads Success Stories
Exploring various Google Ads success stories reveals several crucial strategies that can elevate your advertising game. These lessons offer practical guidance for optimizing your campaigns and boosting results.
Understand Your Audience
A recurring theme is the importance of knowing your audience inside out. By identifying who your customers are, understanding their needs, and analyzing their search behaviors, you can tailor your ads to resonate more effectively. This precision targeting is fundamental to campaign success.
Optimize Keywords
Keyword optimization is another pivotal element. Selecting relevant keywords and strategically bidding on them can enhance your visibility in search results. Incorporating well-chosen keywords naturally into your ads can drive more qualified traffic to your site, improving overall performance.
Continuous Testing and Refinement
Successful Google Ads campaigns entail continuous monitoring and refinement. Regularly testing different elements of your campaigns and making data-driven adjustments ensures that performance is consistently optimized. This iterative approach helps in fine-tuning strategies for better outcomes.
Use Ad Extensions
Ad extensions play a significant role in these success stories. By adding components like location information, contact numbers, or additional links, ads become more comprehensive and engaging. This added information can boost click-through rates, making ads more effective.
Focus on Quality Leads
Finally, prioritizing quality over quantity is essential. Aim to attract clicks from individuals who are genuinely interested in your offerings. Quality leads are more likely to convert, providing a higher return on investment. Concentrating on attracting the right audience results in better conversion rates and optimized campaign performance.
Tools I used :
I took the help of following tools :
- Google Keyword Planner
- SEMRush – [See My Review] – (I cannot emphasize the importance of how much life savior, this tool is)
- WhatRunsWhere – (This one is expensive but it’s worth it)
- BaseCamp – (Project Management Software)
- Google Analytics – (Used For Analytics & Tracking)
- Prosper 202– (Used For Analytics & Tracking)
Room For Improvement :
As with all thing, there is no satisfaction point and i feel if we can do the following things, things could have been changed.
- The Facebook Page needs more working, what i feel is that it can help more in building the relation with the target audience so we can eventually convert them into a customer. I feel there should be more posts out there, better management, spending money for boosting posts, having some quizzes and more testimonials because women are more likely to spend time and share such stuff.
- Pinterest, widely famous in clothing niche. This social media channel can also be used for generating more customers.
- We are missing Newsletter, however the team at Charismatico is already working on it, so hopefully we wont be able to waste new visitors and excite old visitors by having new weekly deals via Newsletter.
- Having an Adwords Review Extension can make things better, specially it can bring more sales and consumer trust.
Why Is Focusing on Quality Over Quantity Important in Google Ads?
When it comes to Google Ads, prioritizing quality over quantity can significantly enhance your campaign’s success. But why is this so crucial?
1. Better Conversion Rates
Attracting a large volume of clicks might seem beneficial at first glance. However, if those clicks don’t convert into sales or leads, they’re essentially wasted efforts. By targeting quality leads—individuals who are genuinely interested in your product or service—you improve the likelihood of conversions. This strategic approach ensures that the traffic you generate is more likely to take meaningful actions on your site.
2. Higher Return on Investment (ROI)
Investing in high-quality leads is more cost-effective in the long run. Rather than burning through your budget with numerous unqualified clicks, you allocate your resources towards attracting potential customers who are more apt to make a purchase. This leads to a higher ROI, maximizing the value of every dollar spent.
3. Enhanced User Engagement
Quality traffic often translates to engaged users. These visitors are more likely to spend time on your website, exploring various pages, and interacting with content. Enhanced engagement can improve your site’s metrics and help boost your search engine rankings, further amplifying your ads’ effectiveness.
4. Effective Use of Analytics
Focusing on quality also offers a clearer picture when analyzing your campaign’s performance. With a pool of genuinely interested users, it’s easier to track meaningful metrics and draw actionable insights. This can guide future strategies, helping refine targeting options and ad creatives.
Quick Recap:
- Higher conversion rates
- Better ROI
- Improved user engagement
- Clearer insights for analytics
Ultimately, quality leads lead to more significant business growth and a more efficient advertising campaign. So, when planning your Google Ads strategy, remember: It’s not about the number of clicks but the value of the clicks you attract.
Takeaways and Lessons
There are some key points which i think should be learnt from this detailed case study.
Why is Continuous Testing and Optimization Crucial for Google Ads Campaigns?
Continuous testing and optimization are vital for the success of Google Ads campaigns because they ensure that your ads remain effective and competitive. The platform offers a treasure trove of data that allows businesses to measure and refine their campaigns on an ongoing basis.
One of the key reasons this process is so important is that market conditions and consumer behaviors are constantly changing. A campaign that performs well today might not yield the same results tomorrow. By routinely analyzing performance metrics, businesses can make informed adjustments to their strategies, ensuring they stay aligned with current trends and customer preferences.
Additionally, continuous testing helps identify what works and what doesn’t. This enables advertisers to allocate their budget more efficiently, focusing resources on high-performing ads while eliminating those that underperform. This iterative process maximizes return on investment and helps achieve better overall results.
In summary, without ongoing testing and optimization, your Google Ads campaigns are likely to fall behind, wasting valuable resources and missing out on opportunities for growth and improvement.
Why Knowing Your Audience and Targeting with Precision is Crucial in Google Ads
Understanding your audience in-depth is the cornerstone of a successful Google Ads campaign. Without insight into who your customers are and what they seek, your ads may miss the mark entirely, rendering your budget wasted.
Here’s why you should know your audience and target precisely:
- Relevance: Tailoring your ads to the specific interests and behaviors of your audience makes them more relevant. This increases the likelihood that viewers will click on your ad and engage with your content.
- Cost-Efficiency: When you precisely target your ads, you minimize spending on clicks from uninterested users. Every click that converts is a step closer to a better return on investment.
- Higher Conversion Rates: Ads resonating with your audience’s preferences are more likely to lead to conversions. Understanding their needs allows you to create compelling calls-to-action that drive results.
- Improved Quality Score: Google rewards ads that are highly relevant to their target audience with better Quality Scores. Higher scores can lead to lower costs per click and better ad placements.
- Competitive Edge: Mastering your audience targeting can set you apart from competitors. Precision targeting helps you capture a niche market that is often overlooked by broader campaigns.
In summary, knowing your audience and targeting with precision ensures your Google Ads are not only seen but acted upon, making them more effective and ensuring you get the most bang for your advertising buck.
Your Thoughts and Conclusion on Google Adwords Ads Case Study
I know nothing is perfect and there is always room for improvement. I have written this Google Ads case study to help those setting up on Google Ads. So, what are your thoughts on the case study? Did you like it? What things would you like to add more into?
In conclusion, these Google Ads case studies and success stories demonstrate the undeniable power of Google Ads. They clearly illustrate how businesses, regardless of size and industry, can effectively use Google Ads to reach their target audience, increase their visibility, and drive significant results. This is a testament to the versatile and dynamic nature of Google Ads, offering tools and solutions that can be tailored to meet various marketing needs and objectives.
Your feedback is invaluable as we continue to explore and expand on the capabilities of Google Ads. Whether you’re a novice trying to understand the basics or an expert looking to refine your strategies, understanding these key outcomes can significantly influence your approach and success with PPC advertising.
Consultation on Google Ads Case Study by AliRaza.co/Aarswebs.com
How does AliRaza.co/Aarswebs.com direct line to Google support benefit their clients?
AliRaza.co/Aarswebs.com exclusive partnership with Google Ads/Client means clients receive unparalleled support. Whenever ad-related issues arise, our direct contact with Organization ensures swift and efficient resolution. This priority access minimizes downtime and maximizes the effectiveness of your campaigns, providing a seamless advertising experience.
What type of personalized support does AliRaza.co/Aarswebs.com offer for Google Ads campaigns?
AliRaza.co/Aarswebs.com provides tailored assistance to ensure your Google Ads campaigns succeed. Each campaign gets its own dedicated Google-certified consultant, offering expert guidance and personalized strategies throughout the entire process.
What type of personalized support does AliRaza.co/Aarswebs.com offer for Google Ads campaigns?
AliRaza.co/Aarswebs.com provides tailored assistance to ensure your Google Ads campaigns succeed. Each campaign gets its own dedicated Google-certified consultant, offering expert guidance and personalized strategies throughout the entire process.
If you are looking to hire me for Adwords Management, PPC Management or SEO Services, You are more than welcome to give me a shoot. Do contact me today! 🙂
