Query:
Just Lead Market was tasked with boosting the online presence and sales of a USA eCommerce brand.
The brand was facing challenges such as high CPC (Cost Per Click) for exact match keywords, a decline in measure restriction digits, and a decrease in conversion value.
The goal was to implement effective strategies to overcome these issues and achieve significant results.
Problem Statement:
The USA eCommerce brand was experiencing a decline in performance metrics, including a 36% decline in G_ads and a 28% decline in Shopify measure restrictions.
The high CPC for exact match keywords was also affecting profitability. Additionally, the brand wanted to target a broader luxury audience and implement influencer marketing to increase brand awareness and conversions.
The challenge was to find solutions to these problems and optimize the brand’s online presence.
Applied Strategy:
Just Lead Market implemented a multi-faceted strategy to address the challenges faced by the USA eCommerce brand. The strategies included:
Restructuring and Editing:
Just Lead Market planned to restructure and edit the existing code after January 31st to optimize website performance.
Aggressive Remarketing:
A super-aggressive remarketing approach was adopted, utilizing all available channels to maximize brand exposure and encourage repeat purchases.
Display Campaign with YouTube Placement Control:
Just Lead Market leveraged display campaigns with YouTube placement control to reach a wider audience and enhance brand visibility.
Criteo and Google Ads Comparison:
A comparison was made between Criteo and Google Ads to identify the most effective platform for advertising campaigns. High CPC exact match keywords were fixed to improve profitability.
Targeting Luxury Audiences:
Just Lead Market implemented a pay-when-conversion-happens strategy to target luxury audiences specifically, ensuring maximum return on investment.
Influencer Marketing:
Just Lead Market attempted influencer marketing by collaborating with Righthook/Thrive Agency to leverage the power of influencers and increase brand reach.
UTM Implementation:
UTM tracking parameters were implemented in all P Max Ads to gather comprehensive data and improve campaign performance.
Results:
As a result of Just Lead Market’s efforts, the USA eCommerce brand experienced significant improvements. The key results achieved were:
Decreased Measure Restriction Digits:
The measure restriction digits saw a decline, with a 36% decrease in G_ads and a 28% decline in Shopify.
New Conversion Value Setup:
A parallel conversion value setup was implemented alongside the existing conversion goals, allowing for better tracking and optimization.
Remarketing Success:
The super-aggressive remarketing approach across all channels led to increased brand visibility and repeat purchases.
Improved Display Campaign Performance:
The display campaign with YouTube placement control yielded positive results, reaching a wider audience and generating more conversions.
Profitability Optimization:
The high CPC exact match keywords were fixed, resulting in improved profitability for the brand.
Targeted Luxury Audience:
By implementing a pay-when-conversion-happens strategy, the brand successfully targeted luxury audiences and achieving higher conversion rates.
Influencer Marketing Success:
Collaborating with Righthook/Thrive Agency for influencer marketing efforts increased brand awareness and contributed to higher conversions.
Enhanced Campaign Tracking:
The implementation of UTM tracking parameters in P Max Ads enabled more accurate data collection and improved campaign optimization.
