Performance Marketing
Digital Marketing

POP AIR

Boosting ROAS & Revenue in the fashion industry through a holistic performance approach. The Project POP AIR is a fashion brand with a strong presence both offline and online, through its redesigned Shopify e-shop by NetSteps. Our goal for 2024 was clear: increase the e-shop revenue compared to 2023, while maintaining or improving the ROAS.

Digital Marketing

Our Strategy

Google Ads

Results

This case study covers the period January–October 2024, compared to the same period in 2023. Our strategy was built on three core pillars: in-depth knowledge of the fashion market, daily data analysis, and an understanding of fashion seasonality. We adopted a holistic, performance-driven model, with targeted actions across all stages of the marketing funnel.
Key elements of our approach:
• Full-funnel focus
• Continuous optimization based on data
• Seasonality-first strategy
• Mix of ongoing & ad-hoc campaigns
• Commercial utilization of all available promos

Campaign Structure
• Hard Selling / Conversion Campaigns
o Advantage Shopping & Manual Conversion Campaigns for top-performing seasonal categories
o Tailored messaging based on current promos (e.g. -15% coupons, free shipping, Mother’s Day, etc.)
o Targeting both cold (lookalikes, interests) & warm audiences
• Dynamic Remarketing
o Retargeting windows of 3, 7, and 15 days
o Ad sets tailored by time window
• Prospective Catalog Sales
o Custom sub-catalogs for new audience acquisition
• Awareness & Engagement
o Promotion of new collections and sales periods through Reels, banners, creator content & giveaways
• Traffic Campaigns
o Consistent traffic boost from cold audiences
Audience Strategy
• Advantage & Lookalike Audiences
• Custom Audiences (site visitors up to 90 days, engaged users, video viewers)
• Detailed interest targeting per category
• Campaign segmentation by Men’s & Women’s collections, with tailored creatives & audiences
Ad Formats
• Static banners, videos, reels
• Catalog collections
• DPA carousels by product category

Performance Max
• Use of asset groups, audience signals & search themes
• Separate campaigns for Men’s & Women’s collections
• Creative & copy adaptation based on seasonality
• Asset group segmentation by promo or product category
Search Campaigns
• Branded & Non-Branded keyword separation
• Keyword structure based on intent & product categories
• Ongoing optimization of negative keyword strategy
• Fully developed ad extensions
• Relevance-first landing page selection
• Auction insights for performance improvement
Demand Gen
• Promo & New Collection focused campaigns
• Targeting cold & warm audiences (with strong remarketing component)