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This report provides an in-depth analysis of how Airfluence Media successfully optimized
This report provides an in-depth analysis of how Airfluence Media successfully optimized the digital marketing strategy for a mid-sized D2C apparel brand. The focus was on improving the efficiency of Google Search, Shopping, and Performance Max channels to enhance the brand’s return on ad spend (ROAS) and reduce customer acquisition costs (CAC).
The methodology involved a comprehensive review of the client’s existing marketing campaigns, followed by strategic adjustments to target high-intent search queries and optimize the Google Shopping feed. The approach included separating brand, category, and competitor search campaigns, as well as implementing SKU-level ROAS tracking and bid adjustments to maximize efficiency.
The client, a mid-sized direct-to-consumer (D2C) apparel brand, primarily sells its products through its own website. The brand’s marketing efforts are focused on Google Search, Shopping, and Performance Max channels. Despite a significant investment in these channels, the brand faced challenges in achieving desired results.
One of the primary challenges was the rising cost of customer acquisition (CAC) due to broad, non-intent traffic. This issue was compounded by the poor performance of Shopping campaigns, which were not yielding the expected return on investment despite high spending.
Additionally, the brand’s marketing strategy was hindered by the mixing of brand and non-brand traffic, which inflated costs and led to low-quality traffic from generic keywords. This lack of precision in targeting resulted in inefficient use of the marketing budget.
Airfluence Media was engaged to address these challenges by refining the client’s digital marketing strategy. The goal was to optimize the marketing spend, improve the quality of traffic, and ultimately increase the return on ad spend (ROAS) without increasing the overall budget.
Addressing inefficiencies in digital marketing to improve performance.
Annual marketing budget spent on ineffective campaigns due to broad targeting.
Increase in customer acquisition costs over the past year due to non-intent traffic.
Decline in return on ad spend from poorly optimized Shopping campaigns.
Separated brand, category, and competitor search campaigns to ensure precise targeting and reduce unnecessary spending.
Rebuilt Google Shopping feed with optimized titles, attributes, and pricing signals to enhance visibility and relevance.
Shifted budget towards high-intent search queries and best-selling SKUs to maximize return on investment.
Paused low-converting keywords and tightened match types to improve traffic quality and reduce costs.
Working with Airfluence Media has transformed our digital marketing strategy. Their expertise in optimizing our campaigns has significantly improved our return on ad spend and reduced our customer acquisition costs 
The measurable success our solution delivered
Airfluence Media’s strategic approach led to a significant improvement in the client’s digital marketing performance. By refining search intent and optimizing the Google Shopping feed, the client experienced measurable success in key performance metrics.
The cost per acquisition (CAC) was reduced by 41%, and the return on ad spend (ROAS) improved from 2.3x to 4.6x. These changes were achieved without increasing the overall advertising budget, demonstrating the effectiveness of the targeted strategies.
The client saw a 38% drop in cost per purchase, which contributed to an increase in revenue. This was accomplished by focusing on high-intent search queries and best-selling SKUs, ensuring that the marketing spend was directed towards the most profitable areas.
Interested in learning how Airfluence Media can optimize your digital marketing strategy? Book a meeting with us today to explore tailored solutions for your brand.
