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Writer's pictureSade Euzebe

CASE STUDY: Boosting E-Commerce Revenue & In-Store Visits for a Sporing Goods Retailer in Canada

Updated: May 31


This case study focuses on a project undertaken for a sporting goods client while I was an SEM Specialist at a marketing agency between 2017 and 2020. The primary objectives were to increase e-commerce revenue and drive more in-store visits across Canada. The client had a budget ranging from $45,000 to $200,000 CAD per month.



AT A GLANCE


  • Industry: Sporting Goods

  • Target Location: Canada

  • Monthly Budgets: $45,000 - $200,000 CAD

  • Goals: Increase e-commerce revenue and drive store visits

  • Role: Search Engine Marketing Specialist

  • Project Timeline: 2017 - 2020


KEY STRATEGIES IMPLEMENTED


  • Campaign Restructuring: Focused heavily on retargeting site visitors and previous convertors

  • Branded Keywords Targeting: Concentrated on low-funnel, high-intent keywords

  • Transition to Smart Shopping Campaigns: Leveraged advanced machine learning for better performance and wider reach


RESULTS ACHIEVED


Growth in Return on Ad Spend (RoAS):

  • Peak Season: Increased from 300% to 1200%

  • Off-Peak Season: Increased from 300% to 500%


KEY TAKEAWAYS


  • Effective Retargeting: Significantly improved conversion rates

  • Branded Keyword Focus: Successfully captured high-intent users

  • Smart Shopping Efficiency: Optimised ad placements and extended reach


CONCLUSION


This case study demonstrates the impact of strategic campaign restructuring, targeted keywords, and Smart Shopping campaigns. By leveraging these tactics, the campaign achieved substantial improvements in RoAS, meeting and exceeding the client's goals for e-commerce revenue and store visits during the period of 2017 to 2020.


Select the images below to expand the case study.




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