Contextual advertising for an online store of women's outerwear

What we did

• In-depth analysis of the fashion retail niche: Study of the main competitors in the outerwear market and analysis of seasonal fluctuations in demand (coats, jackets, trench coats) to determine the most effective advertising strategy.
• Segmentation of the target audience: Distribution of the audience by interests (fashion, shopping, style), demographics and purchase intent.

Setting up Google Ads campaigns

• Launching Performance Max: Maximum reach across all Google networks with an emphasis on visual creatives to showcase clothing collections.
• Google Shopping Optimization: Setting up and structuring a product feed in Google Merchant Center. Dividing products by category (coats, down jackets, jackets, eco-fur) for better budget control.
• Search Advertising: Working with branded queries and relevant keywords, taking into account purchase intent.
• Dynamic Remarketing: Returning users who viewed specific clothing models or added an item to their cart but did not complete the purchase.
• Setting up end-to-end analytics: Integrating Google Analytics 4, setting up e-commerce tracking to measure revenue from each transaction.

Working with content and bidding

• Creating compelling ads: Writing copy that highlights the benefits of your brand.
• A/B testing of creatives: Continuously monitor the most effective images.
• Bid management: Use intelligent strategies to maximize profits.

📈 Brand results

• Growing awareness: Scaling the Paletot brand across Ukraine.
• Increase ROAS: Optimize customer acquisition cost (CAC) and increase the profitability of advertising costs.
• Stable order flow: Establish a system that brings regular sales even in the off-season thanks to promotional offers and working with a loyal audience.
• High traffic conversion: Attracting targeted visitors, which led to a decrease in bounce rate and an increase in the average check.