My solution: 

• Foundation & Audience Intelligence 

Flawless mobile experience(Iphone)

Fast load times

Pixel perfection

Set up Google analytics

• Defined NYC target persona (Ages 18-35)

Trend followers

Quality seeker

Aspiration shopper

• Keyword Strategy- 3-tier approach

   branded keywords

core fashion keywords

NYC-specific & discovery keywords

• Campaign structure (multiple types) & execution

   performance  max (pmax) for sales

brand awareness & consideration

smart shopping

• New york specific tactics & Ad copy

Ad copy that resonated with NYC

Geo-Targeting & schedule

Budget & Bidding

• Measurement & Optimization

Key Performance Indicators (KPIs)

       primary goal:

          Conversions & conversion value

             Cost per acquisition

          Return on Ad spent (ROAS)

       Secondary goal

        Impression share

           Click-through rate (CTR)

           New visitor rate(in Google Analytics)

  Weekly optimization checklist

          Reviewed Search Terms Report

          Analyzed performance by device

          Tested Ad Copy 

          Checked Audience Performance

          Monitored Competitors