Background

Sarah and David Smith launched the premium scarf and shawl label Scarflings in 2012. The corporation, with headquarters in San Francisco, California, markets its wares via an extensive web presence and a global distribution network.Scarflings was purchased by premium clothing shop The Luxury Closet in 2023. The website was developed using one of the most popular CMS, WordPress.
The owners of Scarflings wanted to raise the company’s profile on the web and boost sales. They engaged me to oversee their digital marketing initiatives.

Approach

As the leader of the Scarflings project, a women's fashion apparel brand based in Canada, I implemented a straightforward e-commerce marketing strategy. I utilized various types of advertisements and closely monitored their performance to determine which ones were most effective. As a skilled marketer, I expertly managed a variety of advertising campaigns, including Search Ads, Dynamic Search Ads, YouTube Shopping Ads, Dynamic Remarketing, Shopping Ads, and Facebook Marketing.

Result

d2c ads  

 

E-Commerce Overview

Our data analysis shows that this month's total sales amounted to $27,741.18 over 140 unique Transactions.

 

Products with specific keywords Had more sale: -

Here you can clearly see that in the first position we have Bamboo Garden Silk Chiffon Wrap which alone drew 5.19% of the total revenue which sums up to USD$1,441.78.   By skillfully identifying pertinent and high-traffic keywords, I was able to optimize the Google Ads campaigns, leading to a surge in website traffic. Introducing Shopping Ads on Google, the specialist effectively showcased the products to potential customers who were searching for similar items.

 Result of Dynamic Search Campaign:

According to our analytics report, this month our Dynamic Search Campaign amped up with 783 clicks at an impressive average cost-per-click of 2.87, resulting in 22 valuable conversions, and 8.23K impressions.

 

Details on Device Strategy

In the report below you can see how I distributed the cost based on devices and what return I got from the strategy. I invested 51.2% of my allotted cost on Mobile Campaigns, only 9.6% on Tablet and 39.2% on Computer.

Impression:

The Mobile Campaign gained 62.9% of total Impressions, whereas the Campaign for Tablet users only got 6.0% Impressions, and the Computer got 31.1% of the total Impression.

Clicks Gained:

• Mobile Campaign: 60.8%
• Tablet: 10.3%
• Computer: 28.9%

I also set up a Search Ads campaign which showed remarkable results at the end of 2nd quarter.

 

Search Ads Overview

In the image below you get to see  how this model has gained a whopping amount of 8,510 clicks and gathered 1.29 Million Impressions, of which we got 55 conversions with a total of 9,960 Conversion Value. I also worked on improving The Smart Shopping structure of the brand Scarflings. You can find the data below.

Smart Shopping Overview

According to our analytics report, this month our Smart Shopping Campaign was hitted with 20,900 clicks. The campaign was successful to have:

• 3.57M impressions
• with total 125 conversions
• having a conversion value of 21,600.

I have also implemented innovations on the Search Ads Remarketing strategy and drawn valuable conversions from the campaign.

 

S. A Remarketing Overview

According to the data, my SA Remarketing campaign for Scarflings has drawn a solid 19,100 clicks and gained

• 2.26Million Impressions,
• 23 conversions
• with a total value of 3,750.

Details on Merchant Center Campaign

I have also conducted a Merchant Center Campaign with an exceptional performance record. The reports are posted below: According to the report, we have uploaded 600 Items on an average in each platforms which includes paid listings such as Shopping Ads, Dynamic Remarketing, and Free Listings. You can clearly see from the above report that Shopping Ads which is a paid listing out performed the free listings. Shopping ads received a maximum of 75+ clicks, at an average of 50+ clicks per month, whereas Free Listing has received a maximum of 3 clicks with an average of only 2 clicks per month.

 

Item report:

Out of 602 Items we only faced disapproval on 7 Items from the Merchant Centre. 595 Items are active and still performing according to their potential. Lastly, let’s look at the result of the Smart Search Campaign that I conducted for Scarfling.

 Smart Search Campaign details

We spent US$256.61 on this particular campaign. With which we earned the following result:

• Impression: 16,500
• Clicks: 262
• Conversions: 10