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Google Marketing for Fashion Brands Part Two: Essential Tools to Drive Sales

Ditch the outdated SEO tactics. In part two, we reveal the power of Google Ads & Analytics to target your ideal audience, showcase your products, and optimise campaigns for phenomenal sales.

Written by

Caroline McQueen ACIM


what's in store

Last time, we dished on why Google Marketing is crucial for fashion brands in today’s digital world. We also showed you how to craft a strategic plan to use Google Marketing and attract a flood of fashionistas to your online store. But there’s more to digital domination than just ranking high on Google searches.

In this second part, we’re diving deep into the world of Google SEO, Ads and Analytics. Get ready to unlock the secrets of laser-targeted advertising, captivating product displays, and data-driven campaign optimisation. By the end of this article, you’ll be a Google Marketing pro, ready to send your brand sales soaring and leave the competition in the dust! So, buckle up and prepare to take your fashion brand to the top of the digital fashion pyramid!

SEO for the Spotlight: How to Get Your Fashion Brand Ranking Higher

Even if your brand is still a rising star, SEO (Search Engine optimisation) is crucial for long-term, sustainable growth. Here’s why: It’s all about organically attracting potential customers who are actively searching for your offer. 

Think of it as the ultimate free runway show, where your products strut their stuff in front of a massive, targeted audience. Ready to learn how to dominate the search results and send your sales soaring? 

Let’s dive in!

Is SEO Dead? Why it Matters Now More Than Ever for New Fashion Businesses

Let’s talk SEO. Is it still even a thing in the age of TikTok flash mobs and influencer marketing? Absolutely! In fact, for a new fashion brand, SEO might be your way to stand out from the crowd. Here’s why:

Believe it or not, 40% of all fashion product discoveries begin with a simple search engine query. That’s right, potential customers are actively typing in keywords like “floral maxi dress” or “sustainable sneakers”, – and you want your brand to be there to greet them with open arms (and a killer product selection).

SEO isn’t about broad search terms any more. It’s about understanding your target audience and creating informative, engaging content that ideal customers (and Google) will love. By strategically optimising your product landing pages and online content, you can improve your ranking on search engine results pages (SERP). This improvement translates to organically attracting a wave of new customers who are already searching for what you offer.

You might wonder if your brand can snag that coveted page one spot on Google for those hot-ticket keywords. The keywords that people are actually searching for, you know, the ones with more than ten hits a month. Spoiler alert: With the right SEO strategy, absolutely!

In a competitive industry like fashion, SEO is the ultimate free runway show, letting you strut your stuff in front of the right people at the right time. It’s your chance to grab the spotlight, showcase your unique style, and turn those curious searchers into loyal customers.

SEO Best Practices for Content that Converts into Sales

Okay, so how do you turn your website into an SEO superstar? It’s all about sprinkling some keyword magic throughout your online content. First things first – keeping tabs on your target audience (in a non-creepy way, of course). Use Google Trends to research those hot-ticket keywords they’re using to find their next fashion obsession. 

Comparing Fabrics

Once you’ve got your keyword intel, weave them into your website copy, meta tags, headings, and even those image alt tags (because Google loves a good image with a descriptive label!). Keywords are search engine translators, helping them understand what your fantastic content is all about.

But SEO isn’t about keyword stuffing – it’s about creating engaging content that shoppers will love. Think informative blog posts, drool-worthy product descriptions, and anything else that gives your audience the info they crave. Remember, valuable content is vital to organic visibility and building that all-important brand authority.

Examples of DTC Fashion Brands Excelling at SEO

Let’s discuss some serious #SEOgoals because these brands know how to play the game.

Ever heard of Everlane? These sustainability rockstars are experts with SEO by using keywords that their target audience (eco-conscious fashion lovers, hello!) is searching for. They also create super-engaging content that keeps their website visitors glued to the screen (and ready to add everything to cart!)

Glossier is another brand that’s a total SEO pro. They’ve built a boss-level brand identity by optimising their website for those all-important beauty and skincare keywords. Plus, they know the power of user-generated content and social media buzz—it’s all about building a strong online presence that keeps customers coming back for more.

It shows that SEO is often an overlooked tool, but it can be your secret weapon for exploding your organic reach. It has the potential to attract laser-targeted traffic and build those long-lasting customer connections fledgling brands crave. By sprinkling relevant keywords throughout your content and understanding how Google works, you can take your online presence from zero to hero, just like these fantastic brands.

Pretty sweet, right?

Mastering the Art of Paid Search with Google Ads

The world of digital marketing might move faster than a cheetah on caffeine, but Google Ads are still a must-have weapon in your brand’s arsenal. Here’s why: Google Ads lets you laser-target your ideal customers and put your brand right in front of their eyes when they’re searching for precisely what you offer (think “statement jewellery” or “chunky knit sweaters”). 

In this section, we’ll break down the different Google Ads campaigns you can use, show you how to target your audience like a fashion spy, and explain why tracking your results is like having your finger on a virtual pulse for continuous campaign optimisation (and booming sales!).

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Understanding the Different Types of Google Ads Campaigns

Google Ads come in all shapes and sizes, just like your fabulous wardrobe. Each campaign type has a specific goal, and knowing which is which will help you target your audience accurately. 

Here’s the lowdown:

Search Campaigns: Think of these as little billboards on Google. When someone types in a keyword like “statement earrings” (because, duh, everyone needs a pair!), your ad can appear right there in the search results. Perfect for grabbing attention when people are actively searching for what you offer.

Display Campaigns: These are all about those eye-catching image and video ads you see popping up on your favorite websites. Imagine your latest collection gracing the pages of all the trendiest online spots – that’s the power of display campaigns. Ideal for brand awareness and getting your name out there.

Shopping Campaigns: This is where things get super convenient for your customers. With shopping campaigns, your entire product catalogue can appear directly in Google search results. Potential customers can see pictures, prices, and all the deets – all with a single click. Basically, it’s like having a mini storefront right on Google, making it easier than ever for people to discover and buy your amazing fashion finds.

Each campaign type has its own strengths. So, it’s all about choosing the right tool for the job and strategically targeting your ideal customer.

Targeting Strategies for Fashion Brands to Reach the Right Audience

Reaching the right potential customers is critical to making your Google Ads campaigns sing. Luckily, Google’s got some super-smart targeting options to help you do just that. 

Here’s how you can ensure your ads are seen by the people who are most likely to fall in love with your brand:

Demographic Targeting: This is like showing your latest collection only to people who would actually buy it. Think age, gender, location, and even income – you can get ultra-specific to make sure your ads are reaching the perfect audience.

Personalised Targeting (Formerly known as Interest-Based Targeting): Ever wished you could target people who are obsessed with the same fashion trends as you? Well, with personalised targeting, you practically can. Google lets you reach people who have shown interest in specific styles, brands, or even magazines – so you know they’re already fashion-forward and ready to shop.

Remarketing: Also called retargeting, this is all about reminding those window shoppers who checked out your ecommerce site but haven’t quite hit “buy” yet. With remarketing, you can show them targeted ads across the web, gently nudging them back to your site to snag that perfect outfit they were eyeing. It’s like having a friendly fashion consultant following them around online – but way less creepy! 

By using this targeting magic, you can say goodbye to wasted ad spend and hello to a laser-focused audience who’s ready to rock your latest collection.

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Remarketing Magic: Rekindle the Flame with Strategic Retargeting

​​Let’s face it: shoppers have short attention spans. They might browse your site for that perfect item and get distracted by a cat video (don’t we all?) Then, completely forget what they were looking at. That’s where remarketing magic comes in. It’s another tool at your disposal for rekindling the flame with potential customers who might have strayed from your site.

With remarketing, you can show targeted ads to those window shoppers across the web, gently reminding them of all the fabulousness they left behind. 

In this section, we’ll unveil the secrets of crafting remarketing campaigns that sizzle. We’ll explore how to create compelling ads, target the right audience, and use Google’s platforms to bring those fashion fans back for more!

The Art of the Rebound: How Remarketing Brings Back Would-Be Buyers

Ever feel like you’ve lost a potential customer to the vast abyss of the internet? We’ve all been there! 

Here’s how retargeting works: by placing a tiny tracking pixel on your website (don’t worry, it’s totally safe!), we can keep an eye on what people are browsing. This lets us create targeted ads that follow them around the web, gently reminding them of all those coveted pieces they left behind. Think of it as a friendly nudge, saying, “Hey, remember that dress you saw on our site? It’s still waiting for you!”

Now, let’s talk about privacy. Data laws are getting stricter, and that means some shoppers might choose to block those tracking cookies. But that doesn’t mean all hope is lost. Remarketing emails are your BFF in this situation. By encouraging first-time customers to sign up for your email list, you can create a whole other way to stay connected and remind them about your latest collections. Plus, if they do accept cookies, those targeted ads become even more effective, making it even more likely they’ll be back to snag that perfect outfit.

Pro Tips for Google Ads Campaigns That Convert

Alright, so you’ve got the basics of remarketing down, but how do you take your Google Ads campaigns from meh to magical? Here are some pro tips to turn those window shoppers into paying customers.

1. Know Your Audience: Don’t treat everyone the same! Segment your audience based on what they did on your site. For example, show cart abandoners those must-have items they almost bought and remind past purchasers about unique new arrivals that complement their previous picks. Targeted messaging is essential to making those remarketing ads truly sizzle!

2. Don’t Be a Stalker: We get it. You want to win back those potential customers, but bombarding them with ads is a major turn-off. Set frequency caps to limit how often someone sees your ad. Think of it as striking the perfect balance – a friendly reminder, not a creepy obsession.

3. Personalisation is Power: Dynamic remarketing is your secret weapon for awe-inspiring results. Imagine showing people ads that feature the exact products they were browsing (or similar styles they might love). It’s like having a personal stylist following them around the web – creepy? Not at all! Incredibly effective? Absolutely!

4. Landing Pages Like a Dream: The journey doesn’t stop at the click. Make sure your landing pages are tailor-made for your remarketing ads. A product landing page creates a seamless experience that keeps shoppers engaged and moving towards that sweet “buy” button.

5. Testing is Your BFF: The fashion world is all about experimentation, and your remarketing strategy should be no different! Test different ad creatives, messaging, and targeting options to see what resonates best with your audience. By constantly analysing results and optimising your campaigns, you’ll ensure they keep converting like crazy.

Remember, remarketing is all about rekindling the connection with potential customers and guiding them towards that purchase. By following these tips and rocking those Google Ads campaigns, you’ll be a remarketing pro in no time – and your ROI will thank you for it.

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Analytics Edge: Using Google Analytics to Optimise Your Fashion Marketing Campaigns Like a Pro

Building an unforgettable fashion brand goes beyond designing amazing clothes or accessories – it’s about understanding what makes your target audience tick. That’s where Google Analytics comes in. It’s your secret weapon for gathering valuable intel and optimising your marketing campaigns for maximum impact. Here’s how:

Photo by Thom Bradley from Burst

From Fashion Faux Pas to Flawless Campaigns: Why Tracking Matters

If running Google Ad campaigns is akin to designing a collection, tracking and analysing your performance is like having a team of expert stylists give you feedback. By keeping a close eye on key metrics like click-through rates (CTR), conversion rates, and ROAS (Return On Ad Spend), you can see what’s working and what isn’t.

Think of these metrics as your fashion campaign’s runway report. Just like a true friend, data won’t sugarcoat anything. Your data will tell you if an ad headline is a total flop or a specific keyword isn’t attracting the right customers. There are no hurt feelings here – it empowers you to make informed decisions.

Uncovering Hidden Gems with Google Analytics

So, you’ve got your critical metrics in hand – now what? Google Analytics has become your ultimate fashion trend-forecasting tool. By analysing your data, you can uncover hidden gems of information, like:

  • Which demographics engage with your brand the most? Are you attracting the fashion-forward millennials you were targeting or accidentally appealing to a different crowd?
  • What kind of content resonates best with your audience? Are your blog posts generating tons of clicks, or are your product descriptions falling flat?
  • Are your social media campaigns driving traffic to your website? Understanding where your website visitors come from helps you focus your efforts on the most effective channels.

With these insights, you can make data-driven decisions that elevate your marketing strategy.

Data Dress Code: Decoding Metrics for Marketing Campaign Makeovers

The fashion industry thrives on data-driven decisions, and Google Analytics puts you in the driver’s seat. Here’s how you can use your newfound intel to optimise your campaigns:

  • Refine your targeting: Imagine being able to swap out a basic top for a statement piece in your ad campaign. You can refine your targeting by analysing data to reach the perfect fashion crowd. No more wasted ad spend – only laser-focused campaigns that resonate with your ideal customers.
  • Adjust bidding strategies: Bidding is like deciding how much you’re willing to spend on that must-have vintage find. By analysing data, you can optimise your bids to get the most bang for your buck. This approach ensures you reach the right audience while staying within your budget.
  • Optimise your ad copy and content: Think of your ad copy and website content as your outfit’s showstopper. Tracking results helps you refine your message to make it even more irresistible. A/B test different headlines, visuals, and calls to action to see what converts the best.

By consistently analysing your data and implementing these optimisation strategies, you can take your fashion marketing campaigns from good to phenomenal. Remember, the fashion world is all about constant innovation, and your marketing approach should be no different. With Google Analytics as your guide, you can make data-driven decisions that will keep you ahead of the curve, attract the perfect following, and achieve impressive results in the ever-evolving digital landscape.

So, You Want to Rule the Digital Runway? Here are Your Google Marketing Must-Haves

Voila! Now, you’ve got the insider knowledge to navigate the ever-evolving world of Google Marketing and make your brand the star of the show. Here’s a quick recap of your must-have Google tools:

  • Master the Art of Google Ads: From search campaigns to captivating display ads, Google Ads lets you target your ideal customers with laser precision and showcase your latest collections in all the right places.
  • Unlock the Power of Google Shopping Ads: Turn window shoppers into loyal fans by putting your most drool-worthy products directly in front of potential customers who are ready to buy.
  • Reignite the Flame with Remarketing: Keep those website visitors from slipping away! Remarketing lets you gently remind them of your unique brand and bring them back for more.
  • Become a Google Analytics Guru: Uncover hidden insights about your audience and optimise your entire marketing strategy for maximum impact.

By fully using these Google powerhouses, you can create data-driven campaigns that will propel your brand to success. 

Feeling overwhelmed? Don’t worry. We’ve got you covered!

At Impulsiv, we know the fashion industry like the back of our perfectly tailored jackets. We’ll help you navigate the complexities of Google Ads, craft show-stopping ad copy, and unlock the true potential of your data.

Ready to take your Google Marketing from drab to fab? Take our free quiz and get personalised feedback on how to get the most out of your campaigns. With Impulsiv by your side, you’ll be the belle of the ball in the digital fashion world, no sweat!

Meet the author
Caroline McQueen ACIM
I help ambitious founders launch and scale unforgettable brands that effortlessly attract customers around the web and offline — without blowing the budget on social ads (Zuck that!) Off the clock, I enjoy Netflix marathons, French lessons, and exploring my local farmer’s market for culinary adventures.
growth design

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