Retail / Women's Fashion

DeBras

Sustained Growth in Competitive Fashion: Four Years of SEO & Google Ads

DeBras is a much-loved Australian women's fashion retailer with a loyal customer base and a distinctive brand identity that blends contemporary style with relaxed, everyday wearability. Operating across both physical stores and a growing online presence, DeBras required a digital strategy that could drive consistent online traffic and sales without compromising their carefully cultivated brand image.

Australian Internet Advertising has partnered with DeBras since October 2021 — a relationship built on consistent results, transparent reporting, and a deep understanding of the women's fashion market's seasonal rhythms and competitive pressures. Over four-plus years, AIA has managed both their SEO strategy and Google Ads campaigns, creating an integrated approach where organic and paid channels reinforce each other.

The fashion retail category is fiercely competitive, with major national and international brands investing heavily in both search and shopping advertising. DeBras' longevity as an AIA client reflects the sustainable, compounding results that a well-executed dual-channel strategy delivers — growing brand visibility while maintaining efficient paid acquisition costs.

Years as AIA Client

+$5K/mo

SEO Retainer Investment

+$19.6K

Monthly Ad Spend Managed

+Dual

SEO + Google Ads Channels

Platforms Used

•Google Search
•Google Shopping
•Google Ads
•Google Search Console
•Google Analytics

Services Outline

•SEO Strategy — category-level content authority and technical site health
•Google Ads Management — full-funnel campaigns for awareness, intent and remarketing
•Shopping Campaigns — ongoing product feed optimisation for maximum visibility
•Monthly Reporting — campaign insights and seasonal strategy reviews
•Seasonal Planning — coordinated strategy aligned with DeBras' merchandising calendar

The Challenges

1.The Australian women's fashion market is dominated by well-funded national brands and major international retailers with significantly larger digital advertising budgets.

2.Fashion search intent shifts rapidly across seasons, requiring agile SEO content planning and Google Ads updates to stay aligned with what customers are actively searching for.

3.Balancing online and in-store traffic — ensuring digital campaigns drive both ecommerce conversions and foot traffic to physical retail locations.

4.Maintaining Google Ads efficiency across a large and constantly rotating product catalogue, where new seasonal inventory requires ongoing campaign updates and creative refreshes.

5.Building long-term SEO authority in a category where competitors update content frequently and Google's algorithm changes regularly affect fashion-related rankings.

Our Solution

AIA developed an integrated SEO and Google Ads strategy tailored to the cyclical nature of fashion retail.

SEO Programme

•The SEO programme focused on category-level content authority — building out comprehensive landing pages for key product ranges such as occasionwear, casual separates, and seasonal collections.
•Technical site health was maintained to keep DeBras visible during Google's frequent algorithm updates.

Google Ads Campaigns

•Google Ads campaigns were structured to capture shoppers at every stage of the purchase journey: broad awareness campaigns for seasonal trends, category-specific shopping campaigns for high-intent product searches, and remarketing campaigns to re-engage visitors who had browsed without purchasing.
•Shopping campaign management included ongoing product feed optimisation to ensure DeBras' listings appeared for the most commercially valuable queries.

Seasonal Strategy

•Monthly strategy reviews kept campaign structures aligned with DeBras' seasonal merchandising calendar — ensuring ad spend was concentrated on the right products at the right time, and that new arrivals were always properly represented in Google Shopping results within days of going live on site.

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