Brand Brief:

A new e-commerce brand specializing in Taylor Swift-inspired fashion, catering to youngsters and fashion-forward individuals. The brand’s collection celebrates iconic moments from the artist’s music, with a focus on trendy, lyric-based apparel. For this project, we ran a Google Search Ads campaign to drive traffic to the brand’s “The Mothering Lyrics” themed printed hoodie. With a focus on reaching a target audience of Taylor Swift fans, we designed the campaign to capture attention through relevant keyword targeting and optimized ad copy.

Optimization Strategy:

• Day 1: Launched the campaign with tailored keyword sets and ad creatives to attract Swift fans.
• Day 2: Improved the ad quality from “Poor” to “Excellent” by adjusting the ad copy for better relevance and appeal.
• Day 3: Continued observation and analysis to fine-tune the campaign.
• Day 4: Optimized the keyword strategy by removing non-performing terms and introducing new high-performing keywords derived from the search term report.
• Days 5-7: Daily observations and data analysis to maximize campaign efficiency and ensure consistent traffic flow.

Outcome:

The campaign successfully drove targeted traffic to the hoodie product page, aided by continuous optimization and keyword adjustments, while staying within the budget.