Shoes Tic Case Study | Omar Ashraf

📋
Overview

Shoes Tic is an Egyptian footwear brand offering casual and fashion shoes targeting young Egyptians aged 18–35. The brand operates through e-commerce with a diverse product catalog across multiple styles and price points.

Our engagement focused on leveraging the brand's diverse catalog through dynamic catalog campaigns, while building brand awareness to support direct sales through Instagram and Facebook.

🎯
Objectives

✦ Achieve consistent ROAS above 2.8x across Meta and Google

✦ Reduce cost per purchase by 15%+ through better catalog optimization

✦ Drive traffic quality improvements through audience segmentation

✦ Build seasonal campaign playbook for back-to-school, summer, Eid

✦ Implement catalog campaign structure to maximize product visibility

⚡
Challenges

⚠️ Large product catalog with varying margins — needed smart campaign segmentation by product performance

⚠️ Footwear is highly visual — product photography quality directly impacts CTR

⚠️ Egyptian footwear market has aggressive price competition from local manufacturers

⚠️ Size and color variants create complex catalog structure requiring careful ad set organization

⚠️ Seasonal demand patterns require advance planning and budget flexibility

🧠
Strategy

We built a catalog-first strategy, segmenting the product catalog into tiers based on margin, popularity, and seasonality. High-margin bestsellers received dedicated campaign budgets, while the full catalog ran through Advantage+ Shopping campaigns for broad discovery.

Brand awareness campaigns on Instagram focused on lifestyle content — showing the shoes in real Egyptian contexts — which built stronger brand affinity than pure product-focused ads.

⚙️
Execution

→ Segmented catalog into high-margin, bestseller, and clearance tiers with separate campaign budgets

→ Launched Advantage+ Shopping campaigns for broad catalog discovery

→ Set up Google Shopping campaigns for high-intent search traffic

→ Created lifestyle Instagram content showing shoes in Egyptian daily contexts

→ Built seasonal campaigns: back-to-school, summer sandals, Eid collection

→ Implemented dynamic retargeting for product page viewers and cart abandoners

→ Set up size-specific remarketing for visitors who viewed specific products

📈
Results

3.0x

ROAS

↓18%

CPA Reduction

+70%

Monthly Revenue

2.6%

Avg CTR

2.8%

CVR

$120K+

Spend Managed

📊
Performance Metrics

ROAS 3.0x

CTR 2.6%

CVR 2.8%

CPA Efficiency ↓18%

Catalog Coverage High

💡
Key Learnings

💡 Catalog segmentation by margin tier ensures budget flows to profitable products, improving overall ROAS.

💡 Lifestyle content (shoes in real Egyptian contexts) builds stronger brand affinity than pure product shots.

💡 Google Shopping captures high-intent search traffic at lower CPC than Meta for footwear.

💡 Seasonal campaigns planned 3+ weeks in advance with gradual budget ramp outperform reactive launches.

💡 Dynamic retargeting for cart abandoners delivers 3–4x higher ROAS than cold traffic campaigns.

Shoes Tic شوز تيك

📋 Overview

🎯 Objectives

⚡ Challenges

🧠 Strategy

⚙️ Execution

📈 Results

📊 Performance Metrics

💡 Key Learnings