Are Google Ads for clothing business still effective?

A hand, holding a card in front of the laptop screen, which displays sales items.


Brace yourselves!

You’ll have some Google ads benefits for clothing business — overdose.  Call this the most crucial information probably, if you are looking into AdWords for the fashion industry. We’ll share the best strategies for clothing businesses-Google Ads too. But before that:

 

What’s the first thing to hit your mind when you hear Pay per click (PPC)?

 

You might already know that PPC is a system of advertisement. The publisher gets a certain amount paid by the advertiser each time a user clicks on the ad.

 

We bet, the answer you had in mind was Google Ads (formerly known as Google AdWords).

 

Here’s the deal.

 

Neither is PPC the only mode of Google Ads, nor is Google Ads the only platform for PPC ads. That misunderstanding, however, is a discussion for another time.

 

For now, let’s talk about Google AdWords for fashion. 

 

Have you ever wondered how Google AdWords still happens to be among the top choices of most clothing businesses? 

 

Let’s have a closer look at Google Ads to find the answer.

Why choose Google ads for clothing business?

Whether you have an apparel brand, an E-commerce clothing store, a child clothing business, or you deal in made-to-order clothing — any fashion clothing name leverages Google Ads. No doubt, however, Adwords is not the only option for clothing businesses. 

 

You’d ask, *Why choose Google ads for a clothing business, then?*.

 

Good point!

 

However, the answer is not very simple and requires a little patience with details.

 

But put simply, *Clothing businesses find Google Ads highly useful for the advantages they offer, that are just unignorable*. 

 

Here is an explanation of the WHYs!

 

 

The words *Google AdWords* displayed on a white table. Part of a keyboard is visible on one corner of the table and a cell phone on the other.

 

Here are some of the benefits of using Google ads for clothing businesses.

1- Enjoy Instant results

If you are looking for instant success, sales, and growth, the best option you could pick is Google AdWords. 

 

Comparatively, optimizing your results for Search Engine Organic searches requires time and long term consistent efforts. 

 

Now, this does not, in any case, prove AdWords superior to SEO efforts. Both have their places, but the speed of AdWords has no parallels.

 

2- Reaching customers exactly when they need your services.

For some products or services, people often do in-depth research long before they would actually make a purchase. For others, however, they are probably looking for placing an order right at the time they are searching for it. 

 

The clothing business would probably fall in the latter category for most customers.

 

Now, targeting the right transactional keywords in your Google ads brings terrific results.

 

How so?

 

Let’s learn it with an example.

 

We made a Google search for the keyword *cheap and trendy clothing stores*. Here are the first few results that Google returned.

 

Google search for the keywords *Cheap and trendy clothing stores*

 

Now, if you pay close attention to your search results, you’d often find the top few (4, in our case) results to be the Ads. Try different variants of the keyphrase; the pattern would remain the same.

 

Now, imagine somebody looking to purchase clothes. What is he most likely to do? Click on the ads selling clothes or skip down to the organic results? 

 

Lucky for advertisers, most people would click on the ads and would probably make a purchase. As a matter of fact, 2015 based Sitewit stats show the click-through percentage of the top 3 ads to be 41% of the total clicks all the results of the page get.

 

And that, dear friends, is the top advantage of using Google ads that target the right keywords and phrases. Just the way the advertisers from the given image did for the phrase *cheap and trendy clothing stores*.

Also read: Keyword Research: A Guide to Improve your Google Rank

3- Fruitful Geotargeting

As a local business, you do not want to target the whole nation unless if you are a fan of losing bucks on sure-to-waste stuff. For such cases, you’d want to use geo-targeting by using keywords that your exact potentials are likely to use if they need your services.

 

“But, local SEO is a good solution,” you’d say. 

 

You’ve got it, and the fact needs no second consideration.

 

However, local SEO on its own won’t be as quick in fetching you results as AdWords would. 

 

Alternatively, try both the strategies in unison to have a blast. SALES, PROFITS, GROWTH!

 

 

4- Utilizing the impressive analytics

AdWords gives amazing detailed analytics to track the progress of your Ads. It gets you the information like clicks, click-through rates, better performing keywords, ad spent, conversion rate, and the ROI.

 

Each of them is an important measure of progress. This (having the whole progress right in front of you) helps you make better future decisions as well. For instance, you can decide what ads are burning your bucks and which ones are bringing the real, valuable results, i.e., excellent ROI. 

 

Turn off the dollar burners and step up the better-performing ones. Way to go!

 

5- Winning the competition

Your AdWords efforts land you above the SEO results of your competition — explained already.

 

Picture this:

 

You know your competitors are performing better than you in terms of sales. Wouldn’ it be great if you get the essence of their Ads campaigns? How about getting to know the exact keywords that they use in their AdWords campaign to rank in the top 3 ads places and win traffic that converts to sales?

 

Well, it’s your lucky day. Because AdWords does just the thing. 

 

And knowing all of this helps you understand your Ads gap, i.e., the areas where your competition is winning, spending dollars while you aren’t. 

 

6- Reaching more people

Google keeps devising strategies to reach more, thus earn more. Here’re some of the ways you are offered to amplify your reach. 

 

Gmail

Seeing ads inside your mailbox box might be the least you’d expect from Google. This probably is why they turn out to be a great success in most cases. 

 

These ads displayed mainly in the promotion tab (sometimes in the Social tab too), work best for advertisers to maximize their reach if they have hard budget limits.

 

 

Search Network and Display Network

Google smartly attracts and converts the visitors of a certain intend (indicated by their searches) with Retargeting ads

 

Put otherwise — if you are an apparel business owner, you’ll give Google a list of your recent visitors to show a particular ad to. Now, a recent visitor (who has already shown some level of interest) has a better conversion potential if shown the same (or related products he was initially interested in). 

 

You retarget, hoping that something just came up while the visitor was looking at the product, was adding it to cart, or was about to check out. In all actuality, the visitor might have been paying just a casual visit, however, going with that chance would only ruin your chances of selling (to those who were actually brutally abrupted by something while placing an order).

 

So, Google shows these retargeting ads (often with attractive offers and packages depending on how deep down the visitor was in the sales funnel) on search and display networks, among other placements.

 

All of these placement tactics increase the reach and thus, conversion rate.

 

BONUS BENEFITS YOUR CLOTHING BUSINESS COULD GET FROM GOOGLE ADS.

  • Turning campaigns on and off whenever needed is a useful, money-saving option.
  • A/B testing all the ad creatives and keywords gives you the best of the best available options with high results potential. 

 

After the WHYs, let’s talk about the HOWs of AdWords for Clothing business in the fashion industry.


Enough of the benefits discussed, but that’s really not all!

 

Let’s drill down to hows of availing the best success options for your clothing business with Google Ads.

 

Actionable Google ads strategy for clothing business

Use Branded Search Campaigns

Branded Search Campaign is a campaign whereby you are spending, promoting your brand name, using it as your keyword.

 

But why care — specially when other keywords and non-branded campaigns are landing you quite higher?

 

Think about it for a moment.

 

You built a good name; well done!  However, another clothing store appears on top when a prospect searches for your name. How does that feel?

 

If you do not use your brand name as the keyword, another smart clothing brand would. 

 

You heard us! 

 

Competitors often use their (better performing) competitor’s names as keywords to steal their traffic, thus a portion of their profits. 

 

Here’s what a branded ad campaign looks like.

 

Branded Ad campaigns of Levi's. The ad of Levi's shows up over the organic results when someone searches for the brand name.

 

You appear to a searcher on top of your organic results when someone searches for your name.

 

Working on both PPC and SEO for roughly the same set of keywords ensures better and consistent ranking in both the strategies.

 

Additionally, Google’s relevance score goes further in your favor when you target your brand name as keywords. Higher relevance score thus lowers your cost per click. 

 

Well, that’s a win, win, WIN no matter what clothing business you are in.

 

Also read: Does the ranking depend on the length of an article? [A review]

Use Google Shopping Campaigns

Google shopping campaigns have a proven track record for Clothing businesses. 

 

Brad Smith has done a great job fetching amazing examples of different Google Shopping ads on Adespresso by Hootsuite

 

Google shopping ads for the search query *winter coats*.

 

Image Source: AdExpresso by Hootsuite

 

The unusual feature about the shopping campaigns is that they display multiple brands in the same long window. So, the users are in a unique position to compare the products.

 

These ads show on Google search, Google Shopping, as well as Search Partners Networks.

 

You might find these ads slightly expensive, but if you take our words for it, they are totally worth it.

 

“And how exactly?”, if you ask, here’s how:

  • For having the most useful information displayed right in the search results, they are clicked on more often than other ad types (more Clickthrough rate). 
  • They have a higher conversion rate too. 
  • And the best part is that you can be competitive with Google Search Campaigns for your clothing business. 

Your clothing product would appear along with other big and small competitors. If your features are competitive, i.e., lesser prices or more trendy styling, you are definitely getting more sales then others. 

 

Here’s an exact walkthrough by Google on how to run these ads. Just a tip to remember, create a Google Merchant Account before you get started.

 

Use Remarketing Campaigns

Remarketing is the marketing of the same product to someone who has shown interest in it already either by visiting it or has taken some action. 

 

Here’s an amazingly simple depiction of How Google Remarketing works by David Martin on medium.com.

 

An image description of how Google ads work.

 

The remarketing ads are incredibly high converting as they are meant for a relatively more qualified audience. These benefits render such ads less costly by increasing the ROI. Therefore, using Google remarketing ads to any clothing business is an exclusively profitable idea.

 

Did you just ask Why?

 

Imagine a good number of your audience visiting a particular dress on your website. However, a high number of these visitors don’t get to buy the dresses. 

 

You are sure of their interest because they have clicked on the product, or on “add to cart” or “add to wishlist.”

 

But the problem — despite showing interest, they haven’t purchased. Either call it your loss and do nothing or call it your profit potential and re-market to them. 

 

Who knows, they might have been caught up in something, abandoning the cart or leaving the clicked product un-ordered. 

 

So, take it for them from there. 

 

Remind them of the product or attract them with an offer. A winning number of prospects are bound to buy the product. For those who still do not, you can keep remarketing to them at intervals. 

 

In one of his detailed blog posts, Neil Patel has jotted down everything you need to know about setting up a remarketing ad

 

Google AdWords for fashion is a great option — You know it’s true. However, to get the most out of your Google Ads, your strategy must incorporate the best practices of ad creation. Here’s what you need to follow:

 

  • Follow SPAG, i.e., Single Product Ad group. The practice of creating a single ad set for one product only delivers significantly better results.
  • Make use of Google extensions to increase the clickthrough rate of your Google clothing Ads, such as:
    • Google inventory Ad extensions
    • Product rating extension
    • Google Merchant Promotions
  • Make the Ads title & description highly clear, concise, attractive, and relevant.
  • Make your ads winning with offers, promotions, and packages.
  • Make use of Customer Match to make your existing customers your loyal customers.
  • If you are a small clothing business or have low ads budget, investment in branded keywords would be a mistake. These keywords are expensive, and ranking against them is difficult. 
  • To go international for your clothing brand, make use of Google Currency Converter. This makes the prices appear to different people across the world in their respective currencies.
  • Negative keywords could be your savior. If you are dealing with kids’ clothing, using negative keywords “men’s clothing” and “women’s clothing” would save you bucks as your ads won’t be displayed against these queries.

 

 

Wrap Up

Google AdWords for fashion still happens to be an amazingly profitable choice, specially for clothing businesses. Here are some of the benefits of using Google Ads for Clothing business:

  • Results are almost instantaneous.
  • Targeting options are highly accurate.
  • Tracking and optimization of results are effortless.
  • A good selection of keywords displays you in front of an audience when they need you.
  • There are multiple ways to compete and win over your competitors.
  • And increased reach with Google Ads is a no-brainer.

 

There are multiple ways to utilize Google Ads for Clothing business. Branded search campaigns, Google shopping campaigns, and Google remarketing ads have successfully delivered astonishing results for all the different types of clothing businesses. 

 

Here’s a success story of Google Ads for a clothing business that Google shares with us.

 

Over to you

Now that you know how to run your clothing business with Google Ads successfully, it is your turn. Get started and make us proud.

 

What do you think are you going to try first?

 

Should you be interested in more guidance or help with Google ads for your clothing business (or any other business for that matter), free free to seek our help.

Also, read:

How to use social media to grow your auto business faster than 120 mph

DOs and DON’Ts of content marketing for medical practitioners

3 tips to increase traffic for your beauty business website

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