We are a children's clothing wholesaler and retailer called Caremelo Kids.
We have a warehouse of stock valued at £400,000 (retail price). They aim to generate at least £200,000 in sales from this stock. The client is considering two primary strategies:
Offering bulk purchase discounts to wholesale buyers.
Running a PPC campaign to sell the stock directly to consumers online.
The client is seeking expert guidance on the most effective approach and execution to achieve their revenue target.
Campaign Objectives:
Primary Goal: Generate £200,000 in sales from the existing stock.
Secondary Goals:
Clear warehouse stock efficiently.
Maximise return on ad spend (ROAS).
Build brand awareness and customer loyalty for future campaigns.
Target Audience:
Bulk Purchase Strategy:
Wholesale buyers, small retailers, and daycare centers.
Businesses looking for discounted children's clothing in bulk.
Direct-to-Consumer Strategy:
Parents and caregivers of children aged 0-12.
Bargain hunters, seasonal shoppers, and eco-conscious buyers (if stock is sustainable).
Key Considerations:
Stock Details:
Total retail value: £400,000.
Product mix: Specify categories (e.g., baby clothes, toddler wear, seasonal items).
Condition of stock: New, overstock, or clearance items.
Pricing Strategy:
Determine if bulk discounts (e.g., 50% off for wholesale buyers) or individual discounts (e.g., 30% off for retail customers) are more viable.
Consider bundling options (e.g., "Buy 3, Get 1 Free").
Platforms:
Google Ads (Search and Shopping).
Facebook and Instagram Ads (visual appeal for children's clothing).
Timeline:
Urgency: The client wants to clear stock quickly.
Campaign duration: 4-8 weeks (to be confirmed based on strategy).
Proposed Strategies:
Bulk Purchase Campaign:
Target wholesale buyers with tailored ads highlighting bulk discounts and fast shipping.
Use LinkedIn and Google Search Ads to reach B2B audiences.
Direct-to-Consumer Campaign:
Leverage visually appealing Facebook and Instagram Ads to showcase products.
Use Google Shopping Ads to capture high-intent shoppers.
Create urgency with limited-time offers and countdown timers.
Hybrid Approach:
Combine both strategies, allocating budget based on potential ROI.
Test and optimise to focus on the most profitable channel.
Budget:
Total PPC budget: To be determined (client to specify).
Recommended allocation: 10-15% of the target revenue (£20,000-£30,000) for ad spend.
KPIs and Reporting:
Key Metrics:
Revenue generated.
ROAS (target: 5:1 or higher).
Cost per acquisition (CPA).
Click-through rate (CTR) and conversion rate.
Reporting Frequency:
Weekly performance reports with insights and recommendations.
Final campaign analysis with ROI breakdown.
Next Steps for Freelance PPC Experts:
Submit a proposal outlining:
Recommended strategy (bulk, direct-to-consumer, or hybrid).
Proposed platforms and ad formats.
Budget allocation and expected ROI.
Timeline and key milestones.
Include examples of past successful campaigns (if applicable). |
