Fashion / Jewelry eCommerce Brand Marketing Case Study

Promotion and Advertisement does the same work for a product/service as food and air for human beings. In the absence of proper promotions and adequate advertising a product or service may die. With the advancement of technology and changes in trends; online or e-advertisements and promotions have taken over print media. But using these media is a challenging and though-provoking task. A company needs help from experts and

This case study talks about how OLBUZ helped USA’s leading fashion / jewelry ecommerce brand in doubling the transactions and revenue from paid marketing for the store in time span of one year.

Project Introduction:

A popular USA based fashion ecommerce brand was facing problems in terms of revenue generation and transactions regardless of the continuous advertisements on major paid marketing sources like Facebook Ads, Bing Ads, Google Ads etc. They were trying hard but there was a pitfall that was snatching the expected and desired results from paid channels. Though Google Ads was the main source for promotions but they were not getting enough conversions and revenues. It was then OLBUZ took over the project and worked for them.

Initial Challenges

OLBUZ then reviewed the brand and performance for on-going advertising campaign. The ads professional team draw conclusion through Google Analytics that there were a few dodges responsible for poor conversions rates in terms of money like ads at Facebook, Bing and Google Ads.

Below are some important findings or we can say challenges listed out for the project which needs to resolve on first priority.

Stable paid marketing performances (Google Ads, Facebook, Bing Ads)

OLBUZ paid marketing team reviewed & analyzed all paid marketing platforms including Google Ads, Bing Ads & Facebook Ads. After analyzing all campaigns we found that there were some campaigns which are not performing well and require revamping from the scratch.

Google Ads & Bing Ads – We set a benchmark for Cost, Conversion and Cost per Conversion per day to achieve the performance. For that we need to optimize all the campaigns by reducing/increasing cost, adding new/negative keywords and many more changes.

Business often spends money on those platforms which gives some good return as a profit; in ecommerce industry we call it as a Return on Investment. For this ecommerce portal, we targeted ROI from the day first because at the end of the day business owners loves to see some profit from its spending. Here we make sure that we will push best performing products/categories first to boost revenue in form of shopping campaign, search campaign and dynamic ad campaigns at initial level.

Facebook Ads – We analyzed the traffic stats on Google Anlaytics and found that big portion of traffic coming from Facebook. Later, our team checked all the live campaigns in Facebook and found that these campaigns are not giving much outcome and decided to pause it to reduce the cost.

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Mobile Device Performance

This one is very important point I strongly recommend to check very closely. We closely reviewed device performance data from both paid and organic traffic and found that the mobile device was not performing well. The spending from Mobile device was very high and the conversions numbers was very disappointing as compare to desktop device.

BThere were the major challenge for us before we started working on this project. OLBUZ team also stretched it’s research and list out important findings of the ecommerce website where we can achieve some great results.

Restricted Mobile Bid (High cost per conversion from Mobile & Tablet device in major campaigns)
Limits the targeting (Excluded/Changed bid for non performing countries)
Day Parting (Reduced bid for particular hour of the day which are getting low conversions)
Non Performing Campaigns Paused
Reduced the Bid of high CPC campaigns
Added Negative Keywords

After the keen observations and analysis OLBUZ decided to begin with reducing cost from non performing sources. They put an end to the non-performing campaigns and debarred sites where sale was not profitable provided the time, energy and money spend were on higher side.

As we pointed out earlier, the major traffic on website was coming from Facebook paid ads but the conversion rate was hardly hitting 0.5%. We paused all non-performing campaigns from Facebook and diverted the remaining budget to Google Ads and Bing Ads.

While optimizing the campaigns in Ads and Bing Ads we mainly focused on below activities which needed to be carried out first.

Restricted Mobile Bid (High cost per conversion from Mobile & Tablet device in major campaigns)
Limits the targeting (Excluded/Changed bid for non performing countries)
Day Parting (Reduced bid for particular hour of the day which are getting low conversions)
Non Performing Campaigns Paused
Reduced the Bid of high CPC campaigns
Added Negative Keywords

In Google Ads account, shopping campaign was performing well but it was targeting all products from single campaign. One team started working on campaign distribution and one team started working on insights and found that mobile device has high cost per conversion compares to other devices (Ads won’t allow us to restrict Tablet cost before 1 year). We worked on mobile bid adjustment and at the same time, we tested website in all different mobile devices, tablets to check the user experience. We closely worked with designer and developer

Next we discovered opportunities by making a fresh start after understanding entire product range, targeted audience, buyer segment and how paid marketing strategies would work. We implemented a well-designed plan sequentially by continuous and timely performance monitoring. With increased brand visibility, sales at various occasions like festive hours, vacations hours, weekend sale and/or mid-week sale, freshly added images and introduction to another campaign ultimately helped the product do better.

Landing Page Optimization recommendation (Website was having issue on mobile devices, Improved Product Images)
Dynamic Re-marketing Campaign (Targeted those customers who visited website earlier but didn’t buy any product)
PLA Optimization (Revised shopping campaign – Reduced/Increased bid of individual products, mobile bid, added negative keywords)
Created new shopping ad campaign by targeting specific group of products.
Improve well performing campaigns (Increased budget of well performing campaigns with new set of keywords)
Wise selection of Keywords (Match Type – Experiment new set of keywords)
Analyze Organic Traffic & Products Performances (Created new campaigns based on Analytics report)
Started Advertising on other paid marketing platforms (Advertise on AdRoll, Criteo, Pinterest during holiday season)

RESULTS:

We grabbed good opportunity to increase sales during Holidays season and we did it effectively. Check some results below.

Sessions Report

Revenue Report

Google Analytics Report for Google Ads Data

In above report you can see the improvement in transactions and revenue. We were able to increase transactions by almost 100% and revenue by 113%.

The overall account performance is increasing over time and directly contributing towards the overall revenue. The given case study is a small part of entire exercise we did for this client which result into steady improvement in overall revenue.

If you are an eCommerce brand and looking to optimize your paid marketing campaigns, we are here to help.

Contact Information

804, Ganesh Glory SG Highway to Jagatpur Road, Ahmedabad – 382481