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.
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