The Challenge
For 25 years, GoCustom Clothing has grown from a family business run out of a garage to become a market leader in the supply of personalised clothing. Despite its humble beginnings, the company has made big investments in state of the art direct-to-garment digital production systems. Today, their flexible offering means they can serve all types of customers delivering single B2C orders or 10k+ orders for B2B customers.
However, after 9 months of running Pay Per Click (PPC) campaigns, Go Custom Clothing was not seeing a profitable return on their ad spend.
With their website not quite finished, they still needed to drive revenue for the business and bring in sales.
The company needed a Paid Search (PPC) strategy that would increase their visibility, bring in qualified leads, and capitalise on their increased order capacity while the website was being improved in the background.
The Business
Based in Ludlow, Go Custom Clothing covers the full range of garment customisation techniques including Embroidery, Screen Print, DTG Print (Direct to Garment), DTG Hybrid and Vinyl Transfer Print.
They also offer artwork & digitisation, barcoding, relabeling, retail bagging, garment sourcing and are moving into dropshipping for retailers.
The company has several thousand B2B customers ranging from large blue-chip PLCs to charities, sports teams, groups, societies and schools as well as B2C customers.
Improving ROAS with a practical, hands-on PPC strategy
Our Approach
We partnered the company up with one of our experienced and dedicated PPC account managers to fully understand the company and work within the limitations of their current site.
Tom Mason, eCommerce & IT Director at GoCustom Clothing
Although the company initially approached a few marketing companies at the start, they found that they all offered the same services, but there was “little substance to it.” Whereas, from the start, Yoma’s no-nonsense, straight-talking style really appealed to them.
Nancy Puder, PPC Manager at Yoma became the company’s account manager. Work commenced with a comprehensive audit, reviewing GoCustom Clothing’s page relevance, brand positioning, keywords, audience behaviour and other factors.
A comprehensive PPC strategy was also developed that would improve quality scores and increase the relevancy between search terms, keyword, ad, and landing page.
Nancy also looked at expanding the account to target additional products and services.
Along with restructuring and tightening their existing Google Ads, she also introduced running Microsoft search ads campaigns to their channel mix. Previously known as Bing, Microsoft serves around 10% of the UK search queries. It typically has lower competition meaning lower costs and can convert at a higher rate than Google due to reaching a different demographic to that of Google.
“We’d never done Bing ads, before, so this was definitely another string to the bow. We take it as a given that most marketing companies will have a certified Google or Bing relationship, but for us, it’s about the people.
With Yoma, it’s not just a standard cookie-cutter service being delivered. We have someone we can trust to put their best efforts into our campaigns. There’s no smoke and mirrors and Nancy is always one step ahead.”
Now with Nancy’s insight and experience working on the account, she has been able to provide valuable feedback on the redesign of the new website so she has effective landing pages for future campaigns. These improvements will also enable Go Custom Clothing to use Google Shopping Ads once the site is live.
Today, Go Custom Clothing are fully confident that with their site updates and Yoma’s continued PPC support, they will be able to improve their results even further.
The Results
436%
increasein Click Through Rate
38%
decreasein Cost Per Click
63%
increasein Return on Ad Spend
200%
increasein revenue
“For us, it’s about the people, and Nancy’s no-nonsense, practical approach was what appealed to us. We have weekly meetings, can see what she’s done and get updates on her next steps. There were no empty promises, she answers all our questions and delivers what we expect. Gradually we’ve teased out a better ROAS over time and will, with Nancy’s support we believe we will keep improving this.”
“For us, it’s about the people, and Nancy’s no-nonsense, practical approach was what appealed to us. We have weekly meetings, can see what she’s done and get updates on her next steps. There were no empty promises, she answers all our questions and delivers what we expect. Gradually we’ve teased out a better ROAS over time and will, with Nancy’s support we believe we will keep improving this.”
Tom Mason – eCommerce & IT Director GoCustom Clothing
