About the Client
SkorShoes.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.
Notre approche
Footwear retailers like SkorShoes.com encounter distinct challenges in optimizing Google Ads campaigns. The crowded online footwear market intensifies competition, making it hard for individual brands to capture attention. Seasonal demand shifts also impact sales, as customer interest ebbs and flows with changing trends and weather. Furthermore, managing ads for a wide-ranging product catalog—spanning various brands, styles, and sizes—adds complexity, as each segment needs a tailored approach for effective targeting. In addition, the visual nature of the fashion industry requires high-quality, attractive images to engage potential buyers and communicate product appeal. Together, these elements make digital advertising for footwear both intricate and essential for long-term success.
WeAdU’s Strategy & implementation
To address these challenges and drive measurable results for SkorShoes.com, we implemented a comprehensive Google Ads strategy encompassing the following key components:
What We Did:
We initiated PMax campaigns by creating feed-only Asset Groups for each product category. This approach focused on Google Shopping and Dynamic Remarketing, channels known for higher conversion rates and return on ad spend (ROAS). By concentrating on these networks, we minimized risks and provided Google's bidding algorithm with high-quality data. As each Asset Group accumulated sufficient conversions, we expanded our reach by adding tailored headlines, descriptions, images, and videos, thereby extending our presence to Search, Display, YouTube, and Discovery networks.
Knowing that SkorShoes.com’s audience segments ranged from trend-driven fashion enthusiasts to comfort-focused shoppers, we developed tailored audience signals for each segment. This targeted guidance allowed Google’s AI to prioritize high-potential customers with specific interests, such as sustainable materials or premium leather, improving ad relevance and maximizing conversions.
We set up separate Ad Groups for mobile and desktop users in both Search and Display campaigns, customizing the ad copy to fit device-specific viewing experiences. For instance, mobile ads emphasized SkorShoes.com’s “fast delivery” and “one-click checkout” features, while desktop ads offered more detailed descriptions of the materials and craftsmanship. This approach ensured full message visibility on each device, increasing user engagement and reinforcing SkorShoes.com’s professional brand image.
To attract customers with varying footwear preferences, we implemented DSAs that automatically generated ads based on SkorShoes.com’s website content. This enabled us to capture search queries related to both popular and niche styles without building out exhaustive keyword lists, expanding our reach and attracting shoppers interested in specific features like “waterproof hiking boots” or “eco-friendly loafers.”
We used RSAs to test multiple headlines and descriptions, highlighting SkorShoes.com’s unique selling points such as “crafted for comfort,” “free returns,” and “premium quality.” Google’s machine learning then identified the best-performing ad combinations, helping us optimize ad relevance and better connect with each audience segment.
By using RLSAs, we reconnected with users who had previously visited SkorShoes.com but hadn’t yet made a purchase. Tailored ads with limited-time offers, free shipping, or restock alerts encouraged these high-intent visitors to return and complete their purchase, ultimately driving conversions from previously interested customers.
For SkorShoes.com’s Google Shopping campaigns, we optimized the product feed to include detailed attributes such as shoe size, material, color, and style. High-quality images were also a priority, as visuals are key to attracting fashion-conscious customers. This attention to detail improved product visibility and click-through rates, particularly for searches like “vegan leather sneakers” or “comfortable work shoes.”
Recognizing regional differences in footwear preferences, we applied localized targeting strategies to prioritize ads for specific styles in regions where they were most popular. For example, we focused on boots and warmer styles for northern markets during winter and promoted lighter, breathable shoes in warmer areas. This approach ensured that SkorShoes.com’s ads were highly relevant, boosting engagement and conversion rates.
We capitalized on seasonal shopping trends by adjusting campaign bids and budgets based on expected demand for specific styles. By aligning ad spend with trends, such as prioritizing sandals in summer or promoting back-to-school footwear in late summer, we helped SkorShoes.com stay relevant and capture more customers during peak sales windows.
We used ad extensions to communicate SkorShoes.com’s key benefits right within the ads. Sitelinks directed users to high-value pages like new arrivals, clearance sales, and top-rated collections. Callout extensions emphasized perks such as “free returns,” “handcrafted quality,” and “fast shipping,” while structured snippet extensions highlighted specific features like “genuine leather,” “sustainable options,” and “all sizes available.” This strategy improved ad click-through rates and enhanced user engagement.
We conducted detailed analyses of SkorShoes.com’s competitors in the footwear space, examining ad performance benchmarks and discovering opportunities for differentiation. This allowed us to adjust our strategy based on competitive insights, such as focusing on attributes SkorShoes.com could highlight, like “ethically sourced materials” and “custom sizing,” which were less emphasized by competitors.
The Result
By implementing these tailored strategies, WeAdU successfully scaled SkorShoes.com’s Google Ads campaigns, achieving sustainable growth while maintaining strong ROAS. With our expertise in the footwear industry, we helped SkorShoes.com reach their target audience effectively, stand out in a competitive market, and build a loyal customer base.
des clients
voient leur ROAS augmenter
des revenus traçables
dans l'ensemble de notre portefeuille
Conversions generated
