Scaling BlackMilk's Global Reach with farsiight's Strategic Expertise

The Challenge

BlackMilk, an iconic Australian fashion brand known for its vibrant, pop-culture-inspired designs, needed a new PPC partner to scale their Google Ads account. They approached farsiight in early 2022, seeking to increase revenue from evergreen products, break into the US market ahead of Halloween, and attract new customers to expand beyond their loyal fanbase, the ‘Sharkies.’

Their key goals were ambitious: achieving more consistent sales, establishing a US presence, and expanding their customer base, all while maintaining a unique, standout brand identity. 

We were of course up for the challenge.

Digital Strategy

• Conducted in-depth keyword research to identify gaps in BlackMilk’s existing keyword set.
• Leveraged insights from the Australian market to launch targeted US campaigns ahead of their key Halloween period.
• Built custom audience segments for retargeting efforts, ensuring precise re-engagement.
• Developed a fresh drop strategy, prioritising budget allocation to promote new collections effectively.

Platform Tactics

• Optimised BlackMilk’s Shopping Feed with best practice titles and attributes, improving search match quality and conversion rates.
• Introduced Performance Max and Display retargeting campaigns to engage visitors with evergreen and collection ads.
• Launched Dynamic Search Ad (DSA) campaigns to capture top-of-funnel traffic in both Australia and the US.
• Segmented Performance Max campaigns into ‘High Converting’ groups for enhanced performance.
• Applied advanced segmentation to Display campaigns, focusing on middle- and bottom-of-funnel targeting for better conversion.