Stitch Fix, 75% Increase In CTR

Paid Social, Paid Search, Creative Strategy

The Brief

The existing Google Ads account for Stitch Fix UK had several inefficiencies:

With 87 campaigns in play, the account lacked focus, making it difficult to optimise or scale effectively.
Fragmentation limited Google’s machine-learning algorithms from working efficiently.
The large number of ad groups made it challenging to align copy with search intent at scale.

The Challenge

We undertook a comprehensive overhaul of the Google Ads account to drive both efficiency and scale:

Account Restructure

Consolidated the account from 87 campaigns to 16, simplifying management and maximising the benefits of Google’s smart bidding algorithms.

Broad Match Keywords and tCPA Bidding

Leveraged Google’s broad match keyword type paired with a Target CPA (tCPA) bid strategy. This approach allowed us to capture a wider range of searches while maintaining efficiency.

Dynamic Keyword Insertion (DKI)

To ensure ad copy remained relevant despite fewer ad groups, we implemented DKI. This dynamically paired ad copy with search terms, improving engagement and click-through rates.

New Keyword Themes

Introduced fresh keyword themes to align with emerging market trends and capture untapped opportunities.

The Outcome

The results of our strategy were transformative, comparing H1 2023 to H1 2022:

Achieved a 64% reduction in non-brand CPA year-on-year, significantly improving cost efficiency.
Increased non-brand conversions by 91% while reducing CPA by 69%.
Decreased non-brand CPA by 63%, ensuring robust growth in a key market segment.