Digital Dots 360
Digital Marketing & Growth Strategy
12-Month Digital
Growth Strategy for
Niram Fashion
A full-funnel plan to diversify beyond a single ad platform and grow online sales using Google Shopping & Search Ads, a sharper Meta funnel, a custom ecommerce platform with Google Merchant Center built in, and SEO — built for maternity wear, kurti sets, women's co-ords, peplum tops, and kids wear.
Where You Are Now
You already have a proven paid-social engine, a live ecommerce store, and a professional content pipeline. The missing piece is intent capture: converting people who are actively searching to buy — on Google, not just scrolling Instagram — into Niram Fashion customers.
✓ What you already have
✗ What's missing (leaving demand to competitors)
The core insight
This isn't about fixing something broken — Meta is already working well. The risk is that 100% of your ₹70,000/month sits on one platform, and zero of it captures the 4.7 million+ monthly searches happening on Google right now for these exact categories — "maternity kurti online", "coord sets for women" — high purchase intent, ready to check out, going straight to a competitor's Shopping listing. This plan is a diversification-plus-growth play, not a rescue.
Google Ads
Shopping + Search — high-intent buyers already searching to buy. Pay-per-click, results within days.
Meta Ads
Instagram + Facebook — discovery and retargeting across your existing audience. Pay-per-click, always-on.
SEO
Category and content pages built to rank organically on Google.
The Strategy — 5 Pillars
Five connected pillars that work together. Pillars 1 and 2 turn your existing and new ad spend into a two-channel strategy. Pillars 3 and 4 build the owned infrastructure and compounding organic growth underneath it. Pillar 5 turns every order into an automated retention touchpoint.
Pillar 1 — Google Shopping + Search (High-Intent Purchase Capture)
Appear with an image, price, and buy button the moment someone searches to buy
Pillar 2 — Meta Ads: Reallocate, Don't Just Add
The same ₹70,000/month pool, split ₹50,000 to Google and ₹20,000 to a sharper Meta funnel
Why splitting the budget works — and the honest risk
Right now, all ₹70,000/month goes to Meta, and it's converting well — ~₹147 per order. Pulling ₹50,000 of that away is a real bet, not a free upgrade: Google Shopping/Search only shows up when someone is already looking to buy, but it has no track record yet for Niram Fashion. Expect a short dip in Month 1 while Google campaigns exit their learning phase and Meta re-optimises at the lower budget — actual Shopping bids of ₹1.00–1.50 mean the modelled range clears current baseline once campaigns stabilise, typically by Month 2–3 (see Section 5 for the full range).
The complete purchase journey:
Google Shopping ad appears
Shopper searches "kurti set for women" or "maternity dresses" — Niram Fashion's listing appears with image, price and rating, right in the search results.
₹1.00–1.50 per click (flat Shopping bid, all 6 categories)Product / category landing page
Fast, mobile-first page with clear pricing, size guide, and real photography from your existing monthly shoots — no separate content cost.
Add to cart
One-tap add to cart with size/colour selector and cross-sell — a kurti set suggests a matching co-ord or peplum top.
Direct Razorpay checkout
Guest checkout via UPI, cards or wallets through a direct Razorpay integration — no Shopify checkout hop, fewer steps, fewer drop-offs.
Fewer checkout steps = higher completionOrder confirmation → retarget
Purchase event fires to Google and Meta. Buyers enter a repeat-purchase audience; anyone who added to cart but didn't buy enters a Meta recovery sequence.
Recovers ~10–15% of abandoned carts (industry benchmark)Repeat purchase
Retargeted with new-arrival ads in the same category — maternity customers repeat-buy across trimesters, kurti/co-ord buyers repeat-buy seasonally.
Blended cost per order: ~₹79–110 (see Section 5)- Google Shopping ads (Search + Shopping tab)
- Meta Dynamic Product Ads / catalogue ads — same feed, no duplicate work
- Google Merchant Center — required for both Shopping ads and free listings
- Future mobile app product catalogue — same backend, same feed
- These 5 categories already pull 4.7M+ searches/month combined
- Meta stays strong for retargeting — cart abandoners, past buyers, lookalikes from Shopify order history
- Actual Google Shopping bid holds flat at ₹1.00–1.50 per click across all 6 categories — keyword-planner CPC data (up to ₹17) shaped which terms to target, not what we pay per click
- No increase to the approved media budget — this is a reallocation, not a new ask
Pillar 3 — Custom Ecommerce Platform (Own Your Infrastructure)
Replace Shopify with a platform you own — built for ads, mobile, and lower fees
Pillar 4 — SEO + Content (Compounding Organic Growth)
Category and content pages that rank for the same terms already driving Shopping traffic
Optional add-on — ₹30,000/month, not included in the ₹20,000/month management fee
Pillar 4 is scoped and priced separately from ad campaign management — it's available to activate, not bundled in for free. Why it's worth adding: a Shopping click on "kurti set for women" costs ₹1.00–1.50 every single time; the same term ranking organically costs nothing per click once it holds position — pages typically take 3–5 months to reach page 1, then keep converting at zero marginal cost, which is what pulls blended cost-per-order down over time (Section 5). It also reaches the share of the 4.7M+ monthly searches this plan is built around that a Meta-only, ads-only setup never touches. Without this add-on, this SEO work simply doesn't happen.
Pillar 5 — WhatsApp Automation (Order Updates & Retention)
Automated order updates and repeat-purchase nudges, straight to your customers' WhatsApp
WhatsApp Business Platform costs — billed separately, not part of our fee
WhatsApp automation runs on Meta's official Business Platform through a BSP (Business Solution Provider). Two costs apply on top of our ₹20,000/month campaign management fee, and are paid directly by Niram Fashion, not to Digital Dots 360: (1) the BSP's monthly platform subscription (commonly ₹1,000–₹3,000+/month depending on provider and message volume), and (2) Meta's own per-message/conversation usage fee, split into Utility (order updates — lower cost) and Marketing (weekly promotional messages — higher cost) categories. Meta revises this rate card periodically, so we'll confirm the exact current pricing and recommended BSP with you at setup.
Google Ads Campaign Structure
6 campaigns structured by product line, launched in order of volume and cost-efficiency. Built from 10,040 real keywords pulled from Google Keyword Planner for these exact categories.
| # | Campaign | Top Keywords | Avg CPC | Launch |
|---|---|---|---|---|
| 1 | Kurti Sets | kurti set for women, kurtis set, cotton kurti for ladies | ₹1.00–1.50 | Month 1 |
| 2 | Women Co-ords | coord sets women, co ord sets, coord set for women | ₹1.00–1.50 | Month 1 |
| 3 | Maternity Wear | maternity dresses, womens maternity wear, maternity clothes | ₹1.00–1.50 | Month 1 |
| 4 | Peplum Tops | peplum tops, peplum tops for women, ladies peplum top | ₹1.00–1.50 | Month 2 |
| 5 | Maternity Kurti | feeding kurta, feeding kurtis, maternity kurta | ₹1.00–1.50 | Month 2 |
| 6 | Kids Wear | girls dresses, baby girl dresses, kids dresses | ₹1.00–1.50 | Month 3 |
Non-negotiable setup rules
National shipping, no geo-radius limit | Conversion tracking (purchase + order value) live before spending ₹1 | Full negative-keyword list from day one | Phrase match keywords (not broad match) | Mobile bid priority — most fashion search traffic is mobile
SEO & Content Plan
Category pages first for fastest ranking and revenue impact, then long-tail and seasonal content — all reusing existing photography, not adding a new production cost.
Optional add-on — ₹30,000/month
This section is priced separately from campaign management, not included by default. Organic rankings don't get re-billed per click the way Shopping and Search do — once a category page reaches page 1, it keeps pulling free, high-intent traffic month after month, which is what compounds and lowers blended cost per order over time. It's also the only channel in this plan that reaches shoppers who never see a Meta or Google ad at all.
- Kurti set for women — buying guide
- Co-ord sets for women — collection page
- Maternity dresses — collection page
- Peplum tops for women — collection page
- Kids dresses — collection page
- Cotton kurti for ladies — daily wear guide
- Anarkali kurti set — occasion guide
- Co-ord sets western — styling guide
- Womens maternity clothes — trimester guide
- A-line kurtis — fit guide
- Peplum top vs regular top — styling guide
- How to style a co-ord set — work vs party
- Maternity kurti vs regular kurti — what's different
- Kurti set vs anarkali set — which to choose
- Layering peplum tops for winter
- Kurti set size guide
- Maternity wear by trimester
- Festive kids wear guide
- Co-ord set fabric guide — cotton vs rayon vs linen
- Peplum top for body type guide
- Feeding kurtis with zip
- Nursing-friendly dresses guide
- Maternity kurta with feeding zip
- Two-piece sets vs co-ord sets
- Boys shirts & kids ethnic wear guide
- Wedding season co-ord sets
- Diwali & festive kurti sets
- Summer maternity wear guide
- Customer style stories (repurposed shoot content)
- New mother wardrobe essentials
Investment & Return
Your current baseline — 450–500 orders/month from ₹70,000/month on Meta alone — is the number to beat, not a fantasy zero. Everything below is modelled against that real baseline using your Google Keyword Planner data, not generic industry averages.
Current baseline (before this plan)
450–500 orders/month · ~₹147 cost per order · ~10–11x ROAS — all from ₹70,000/month on Meta alone, zero Google presence. This is genuinely strong performance, above typical benchmarks. The plan below is judged against this bar, not against zero.
| Phase | Months | Monthly Ad Budget | Orders Target | Est. Revenue |
|---|---|---|---|---|
| Foundation | 1–2 | ₹70,000 (flat) | 530 – 640 | ₹8.22L – ₹9.92L |
| Migrate & Optimise | 3–6 | ₹70,000 (flat) | 640 – 750 | ₹9.92L – ₹11.63L |
| Scale | 7–12 | ₹70,000 (flat) | 710 – 870+ | ₹11.01L – ₹13.49L |
| Year 1 Total | 12 months | ~₹8.4 Lakhs ad spend | ~8,690 orders (~+2,990 vs current baseline pace) |
~₹1.35 Crore (~+₹46L vs baseline) |
(not the Keyword Planner estimate)
vs ~₹147 today, Meta only
combined ad spend (range) vs ~10–11x today
The Shopify/Razorpay payback
Moving off Shopify to the custom platform removes the monthly platform fee entirely — there's no subscription charge on the new backend, only Razorpay's standard transaction fee, deducted automatically per order the same way it is today. That eliminates the ~₹11,000–13,000/month you currently pay for Shopify + Razorpay combined, which on its own pays back the ₹60,000 one-time platform build in about 5 months, independent of any sales uplift from Google Shopping.
Where Orders Come From
By Month 12, orders come from four channels working together instead of one — no single point of failure. (Modelled shares, refined monthly against real data.)
Next Steps
Three actions to get from proposal to first Google-driven order within 30 days.
Strategy call
30-minute call to confirm launch order across the 6 product lines and lock the AOV, size range, and shipping details that feed both Merchant Center and the ad copy.
Google Ads + Merchant Center setup
Account creation, product feed connected to the existing Shopify catalogue, conversion tracking, first 3 campaigns live within 5–7 working days.
Custom platform build begins
Backend + mobile API + Merchant Center integration starts in parallel — ads don't wait on the rebuild; the store migrates once the new platform is ready.
Ready to get started?
The first Google-driven orders can arrive within days of Shopping ads going live — every week on Meta alone is high-intent search traffic going to competitors.
Investment Summary — Niram Fashion
One-time setup costs and ongoing monthly investment:
Platform & Setup
- Custom ecommerce platform (backend + mobile API + Google Merchant Center integration): ₹60,000 one-time.
- Platform maintenance (hosting + SSL + maintenance): ₹8,999 per year.
- Google Ads + Meta Ads campaign management: ₹20,000 per month.
- SEO & Content (Pillar 4): optional, ₹30,000 per month — not included in campaign management, activates category pages, buying guides, schema markup, and the content calendar.
- WhatsApp order-update & retention automation: included in setup — but the BSP subscription and Meta's per-message usage fees are billed separately, direct to Niram Fashion (see Pillar 5).
Media Spend
Google Ads (Shopping + Search): ₹50,000/month. Meta Ads: ₹20,000/month.
Combined media investment: ₹70,000/month — the same total already invested in Meta today, reallocated across two channels.
Direct Razorpay (replacing Shopify + Razorpay): no monthly platform fee — Razorpay deducts its standard transaction fee automatically per order, same as today. Eliminates the ~₹11,000–13,000/month you currently pay.