Case Study 5
Client Overview
An e-shop specializing in shoes and fashion accessories faced the challenge of starting fresh with a new domain. This presented an exciting opportunity, but it also meant they were launching without an established audience, which is critical for a successful digital marketing strategy. The goal was to quickly build a solid foundation and generate sales to cover operational costs.
Challenges
The major challenge was the lack of audience lists, which left the e-shop with little data to optimize their marketing efforts. They also had a new Google Ads account that needed to be shaped from scratch. This data gap made it difficult to measure the effectiveness of their ads and required innovative solutions to drive sales and growth.
Objectives
- Increase sales quickly to cover operational costs.
- Build a strategy that would allow the e-shop to generate revenue despite starting without audience data.
- Set up accurate tracking for conversions to measure ad spend effectiveness.
Strategy and Execution
The approach was simple yet effective: focus on data-driven strategies that could correlate sales with ad spend. The e-shop's primary conversion points were online orders and phone orders, with the main focus on tracking e-shop conversions. The phone orders were tracked separately as "direct" conversions in Google Analytics.
Key Actions:
- Setting up Google Tag Manager to ensure accurate tracking of transactions.
- Running ads across Google Search, Google Shopping, YouTube, and Google Discovery to maximize exposure and drive traffic.
- Using a media mix that was entirely static images to resonate with the audience. Paid Search and Shopping Ads played a crucial role in driving success.
Results
The campaign delivered impressive results:
- 52.86% increase in revenue, showing the effectiveness of the approach in driving profitability.
- 41.56% growth in conversions, indicating that the campaign successfully turned visitors into customers.
- 46.65% increase in Return on Ad Spend (ROAS), showcasing the efficiency of the ad strategy in generating value.
Channels Used
- Google Search
- Google Shopping
- Google Discovery
- Google Display
- YouTube Ads
Impact
The e-shop experienced a successful transformation, quickly overcoming its challenges to establish a strong foothold in the market. The strategic, data-driven approach not only increased sales but also improved the efficiency of ad spending, setting the e-shop up for continued success. This case study highlights how a well-executed marketing strategy can turn early challenges into substantial growth.