Case Study: Helped A Clothing Brand Turn $19.4K To $122.2K Within 4 Months

About The Client

Twenty-Oh-Two is a lifestyle unisex clothing brand established in 2017. 

Their products consist of comfortable and effortless clothes such as everyday T-shirts, shirts, pants, dresses, accessories, and outerwear. 

The brand values individuality and boldness in its graphic design.

In 2023, Twenty-Oh-Two decided to transition from brick-and-mortar retailers to online stores with an official e-commerce website.

To expand its reach to more potential customers, Twenty-Oh-Two ran Google ads campaigns.

However, the brand was struggling with driving positive returns on ad spend (ROAS) from ads. 

Though Twenty-Oh-Two was pouring around $10.000 every month into Google ads, the company received extremely low conversions and ROAS.

Reports in Google Analytics showed that its campaigns incurred a high cost per thousand impressions (CPM) and a low click-through rate (CTR).

Also, the company’s Google advertising accounts were frequently suspended due to policy violations.

Challenges & Objectives

Poor performance in Google ads hindered the company’s effort to transfer its business online. 

Expenditures on ads merely generated no profits and failed to drive meaningful sales.

Moreover, ad account suspensions constantly interrupted its online marketing activities.

Twenty-Oh-Two asked for help from GDT Agency and shared its objectives as below:

Firstly, the company wanted to increase the total clicks on its website with potential customers. 

Secondly, it aimed to reach a high ROAS of at least 6X. 

Finally, Twenty-Oh-Two wished to resolve the recurring issue of account suspensions to stabilize its digital advertising operations.

Reasons & Solutions

After analyzing their past campaigns, we noticed the following reasons for their poor ad results.

Poor keyword management

Twenty-Oh-Two’s product names contained descriptive words on printed graphics on its garments, such as sunflower, vanilla, and alligator. 

As a result, its ads were triggered by unrelated search terms like dune sunflower, vanilla bean plant, and even alligator meat. 

This explains its high CPM, low click rate, and ineffective ad spend.

➡️ Solution: 

We checked the search term list and added those irrelevant keywords to the negative keyword list. 

We used the Exact Match type for keywords with misleading tags like <alligators meat> or <alligatorskin>. 

For totally non-relevant keywords like <wiki> and <wikipedia>, we used Phrase Match type.

Suboptimal budgeting & bidding strategies

Another mistake the brand made when running its Google ads is its bad budgeting and bidding strategy.

We noticed that Twenty-Oh-Two failed to allocate enough budget and apply an effective bidding strategy to secure top ad placements during highly competitive periods like the spring equinox. 

➡️ Solution: 

We reallocated the campaign budget and applied the maximum CPC (cost-per-click) bid during seasonal changes.

New Google ad accounts

The marketing team of the company was using new Google ads accounts, which are susceptible to suspension.

Google is extremely strict about its advertising policies to protect users and maintain a positive advertising experience. 

Therefore, new advertising accounts with a low reputation and low spending record will easily be disabled, especially when they have suspicious activities or sudden budget increases.

➡️ Solution: 

We provided Twenty-Oh-Two with reputable, long-spending history Google agency accounts for rent which are whitelisted by the platform, highly stable, and effective.

Results & Stats

The negative keyword list feature saved us from wasting ad spending on irrelevant keywords. We reach the right audience who already have the intention to make purchases.

Therefore, the click-through rate and conversion rate were improved significantly.

Capitalizing on the peak shopping season like Christmas, we successfully scaled campaigns by approximately 133.7% and multiplied sales for the brand by over 9X.

Thanks to premium agency ad accounts, all campaigns ran smoothly without any interruptions or restrictions. 

Within 4 months of collaboration, we helped Twenty-Oh-Two achieve impressive results:

• Increased the total ad spending from $8.3K to $19.4K monthly.
• Monthly revenue spiked from $13K to $122.2K.
• Ad spend percentage declined from 63.8% to 15.9%.
• The average ROAS went from 1.6 to 6.3, reaching the business goal.

Conclusion

Since joining us in 2023, Twenty-Oh-Two has steadily achieved a 6-figure revenue from Google ads. At the same time, their account suspension issues have been significantly reduced. 

Now, Twenty-Oh-Two remains a long-term client of our agency’s account rental service. 

If you are looking to scale your business with Google ads like Twenty-Oh-Two, contact us. Our enthusiastic expert team is always here to help.

*Note: The client name has been changed to protect privacy.

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