Akk
About the Client
AKK.com, a leading online retailer specializing in a diverse range of footwear, sought to enhance its online visibility and drive sales through a robust digital advertising approach. Partnering with our agency, they aimed to overcome industry-specific challenges and achieve scalable growth via Google Ads.
Our Approach
With intense competition in the online footwear market, it’s difficult for brands to stand out in a saturated environment. Seasonal shifts in consumer demand further impact sales consistency, as interest in various styles changes with weather and trends. The diverse range of products—covering different brands, styles, and sizes—also adds complexity, requiring tailored targeting strategies for each segment. Additionally, the emphasis on visual appeal in fashion makes high-quality images crucial to capturing customer interest and engagement. These combined factors make digital advertising in the footwear sector both challenging and essential for success.
WeAdU’s Strategy & implementation
To tackle these challenges and achieve impactful results for akk.com, we developed a robust Google Ads strategy built around the following core components:
What We Did:
- Product-Centric Performance Max (PMax) Campaigns with Feed-Only Asset Groups
For each product category at AKK.com—ranging from athletic shoes to casual slip-ons—we created dedicated feed-only Asset Groups in PMax campaigns. This allowed us to focus exclusively on high-conversion networks like Google Shopping and Dynamic Remarketing, which provided the highest return on ad spend (ROAS). This approach minimized risk, delivered targeted visibility, and fed Google’s bidding algorithms with optimal data from the start. Once these Asset Groups accumulated enough conversion data, we expanded the reach with headlines, descriptions, and images across Search, Display, YouTube, and Discovery, ensuring AKK.com’s brand remained top of mind across networks.
- Customized Audience Signals Reflecting AKK.com’s Unique Buyer Profiles
We leveraged audience signals specific to AKK.com’s primary customer segments, such as activewear enthusiasts, urban commuters, and fashion-focused professionals. These custom signals helped Google’s AI effectively target potential buyers based on their interests and behaviors, allowing us to maximize relevance and reach high-potential audiences that matched AKK.com’s diverse product lines.
- Mobile and Desktop Ad Group Splits for Optimized User Experience
We separated mobile and desktop ads into unique Ad Groups within both Search and Display campaigns. This allowed us to craft headlines and descriptions tailored to each device, ensuring messages displayed fully and effectively. For instance, mobile ads emphasized quick purchasing options and user-friendly features, while desktop ads highlighted AKK.com’s product details and quality, helping build trust and attract engagement across different platforms.
- Dynamic Search Ads (DSAs) to Capture Long-Tail Keywords
To ensure comprehensive reach, we used Dynamic Search Ads (DSAs) that generated ads based on AKK.com’s site content, capturing high-intent search queries outside traditional keyword lists. This approach allowed us to reach more customers searching for niche terms like “lightweight running shoes” or “supportive work sneakers,” aligning AKK.com’s offerings with specific customer needs and driving incremental traffic.
- Responsive Search Ads (RSAs) for Adaptive Messaging
We employed RSAs to dynamically test multiple headlines and descriptions, highlighting AKK.com’s unique selling points such as “designed for performance” and “stylish comfort.” Google’s machine learning then selected the most effective ad combinations for each audience segment, ensuring that our ads resonated with each target group while continuously optimizing for the highest engagement.
- Remarketing Lists for Search Ads (RLSAs) to Re-Engage Interested Visitors
By implementing RLSAs, we could retarget users who had visited AKK.com’s site but hadn’t yet purchased. We tailored ads to re-engage these potential customers with special offers, free shipping promotions, and reminders about products they had previously viewed. This strategy effectively brought back high-intent shoppers, encouraging them to complete their purchase.
- Product Feed Optimization Emphasizing Performance and Style
We optimized AKK.com’s Google Shopping product feed by adding comprehensive attributes such as shoe type, material, style, and color. High-quality images showcasing AKK.com’s signature styles were crucial for attracting clicks and communicating quality. This detailed feed optimization ensured AKK.com’s products appeared prominently and attracted users looking for specific footwear styles.
- Localized Targeting to Tailor Ads to Regional Preferences
We implemented region-based targeting strategies that allowed us to serve ads based on geographic demand. For instance, we focused on promoting warmer, insulated footwear in colder regions during winter months and highlighted lightweight, breathable options in warmer areas. This geo-targeted approach helped us increase relevance and engagement by matching AKK.com’s offerings with regional preferences.
- Seasonal Ad Campaigns to Maximize Sales During Key Shopping Periods
We adjusted campaigns seasonally to match consumer buying trends, boosting focus on certain styles during peak shopping seasons, such as back-to-school and holiday gift-buying periods. By aligning ad spend and bids with seasonal shifts, we helped AKK.com capture interest during high-demand periods, optimizing campaign performance for the times of year when shoppers are most active.
- Strategic Ad Extensions to Emphasize AKK.com’s Value Proposition
We used ad extensions to highlight AKK.com’s key benefits right within the ads, creating an engaging experience for users. Sitelink extensions directed customers to bestsellers, new arrivals, and high-value pages, while callout and structured snippet extensions emphasized “durable construction,” “24/7 customer support,” and “hassle-free returns.” This boosted ad visibility and click-through rates, helping attract quality traffic to the site.
- Data-Driven Competitive Analysis to Identify High-Impact Opportunities
We conducted an in-depth analysis of AKK.com’s competitors to identify areas where AKK.com could stand out, such as offering free exchanges, highlighting unique materials, or showcasing their limited-edition collections. This analysis informed ad copy and targeting strategies, ensuring AKK.com’s messaging was competitive and resonated with their target market.
- Continuous Performance Tracking and Optimization for Sustained Growth
Our team monitored campaign metrics closely, adjusting targeting, bidding, and ad creatives as needed to ensure consistent performance improvement. This data-driven approach allowed us to keep AKK.com’s campaigns aligned with their ROAS goals while scaling ad spend for maximum reach and engagement.
The Result
Through these targeted and data-backed strategies, WeAdU successfully scaled AKK.com’s Google Ads campaigns, achieving impressive growth while maintaining strong ROAS. Our expertise in the footwear market and tailored approach ensured that AKK.com’s ads remained highly relevant, competitive, and effective, reaching the right customers at the right time.
