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Posts Tagged ‘Case Study’
Client Profile – Zenni: Increasing Revenue Through Campaign Restructuring And Integrated Management
Marcy Zuendel | November 29th, 2011
Situation: Zenni, an online retailer of prescription eyeglasses, was looking for a single agency to manage their PPC and Media Buying campaigns in order to bring a higher level of optimization and cohesiveness across campaigns, which they weren’t able to achieve using multiple management sources. With the ultimate goal of increasing revenue month over month, Zenni came to Wpromote because of our proven success in managing Online Marketing campaigns using an integrated approach, and SCORETM Method. Challenges: While Zenni had great history within their existing PPC campaigns, comprehensive restructuring and cleanup of their account was needed in order to further optimize and extract additional revenue. Zenni, being in a highly saturated industry where competitors were getting more and more aggressive, would also need innovative ways to expand their Online Marketing efforts in order to maintain their status as a major player in their field. Strategy: To begin, a complete overhaul of their PPC campaign structure was executed. Campaigns perform differently based upon their settings. Therefore, in order to best optimize the account, campaigns were separated out by devices – mobile, tablets and computers – and then both brand and non-brand campaigns were created for each device. Networks were also separated into their own dedicated search and display campaigns so that data could be analyzed individually and campaigns enhanced accordingly. While Zenni had conversion tracking set up, inaccuracies were found within their data, so conversion tracking was corrected prior to launch. In order to fully evaluate their marketing efforts, revenue tracking Continue reading…
Tags: Case Study, Media Buying, PPC Management, Zenni Optical
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Client Profile – Dearfoams: Comprehensive Social Media Strategy Grows Brand Awareness and Sales
adria | August 30th, 2011
Situation: Dearfoams, a comfort lifestyle brand, came to Wpromote looking to expand their social media efforts to increase sales and grow brand awareness. Dearfoams had been managing a Facebook advertising campaign internally but needed the help of an agency to further optimize it and to create and implement an all-encompassing social media strategy to obtain desired results. Challenges: As with most online companies, Dearfoams knew that even a small hiccup of a customer complaint, could tarnish a company’s reputation. Dearfoams wanted daily social media monitoring of all profiles to assist with reputation management so they could uphold their sound reputation they had long worked to achieve. Dearfoams also wanted to widen their audience to capitalize on a younger demographic, which had the potential to bring in a great new source of brand evangelists and revenue for them. In order to successfully reach an atypical audience where little brand awareness existed, they would need a highly creative strategy to successfully target this untapped market. Strategy: To begin, Wpromote performed a comprehensive audit of their existing profiles and ad campaign. While they had established profiles on Facebook, Twitter, and YouTube, these profiles were lacking a general cohesiveness. All profiles would need to be overhauled to create homogenous branding across the board. For Facebook, while their badge represented their playful personality, it would need to be re-designed to incorporate their website and coordinate with their other social media profiles. For a better user experience, their navigation tabs would be updated to remove blank Continue reading…
Tags: Case Study, Dearfoams, facebook, Social Media, Twitter, youtube
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Case Study: Strategic SEO Improves Organic Rankings And Traffic
Marcy Zuendel | June 14th, 2011
TOMS.com, a leading manufacturer of men and women’s shoes and pioneer of the one-to-one movement, was looking for an agency to help optimize their newly designed website and to preserve their organic rankings upon launch. With the ultimate goal of ranking higher for not only brand terms but generic terms as well, TOMS needed an agency who could assist with the transition to the new site, handle high volume traffic issues, and also manage ongoing search engine optimization after launch to grow their stature in the search engines. Challenges: With a new website soon to be launched, we would need to work closely with their programming team to ensure the website was fully optimized prior to launch, to preserve all existing rankings and establish a solid SEO foundation to build from. TOMS also had a special opportunity to be featured in an AT&T commercial spot. This required the launch date of their site to be changed to 2 months earlier. In addition to working with a tighter launch schedule, we would need to prepare the site to handle the high volume of traffic and maximize the SEO benefit that would come from the commercial. Strategy: To begin, we met with their design and programming team and reviewed the new site for any potential roadblocks. After discussing their goals and performing a comprehensive keyword analysis, we advised them on precise URL structure and meta information for all pages, so that they could start ranking for the desired targeted brand and product Continue reading…
Client Profile – PetFlow: Lowering CPA While Decreasing Spend
Marissa Allen | March 16th, 2011
Situation: PetFlow, a newly established online pet food delivery service, was looking for an SEM agency to maximize their marketing efforts and ensure company growth. PetFlow had recently launched their PPC campaign, but realized they needed help in lowering their CPA and finding new ways to expand their campaign to capitalize on every marketing dollar spent. Challenges: PetFlow had an existing PPC campaign that was converting well after just a few months of launching, but unfortunately it was converting at a high CPA. Being a newly established business within a competitive industry, PetFlow needed a way to lower their CPA without increasing their overall advertising spend. With two types of orders, single purchases and recurring service purchases, PetFlow also needed a custom way to track and differentiate revenue by order type. Strategy: To begin, we performed an in-depth audit of the clients existing campaign and looked for areas to expand and improve upon. After performing the audit, we discovered many of their ads were general and not targeted to a specific brand or category they were advertising under. We also noticed that many of their ads were driving traffic to either the homepage or other general landing pages, instead of directing the user straight to the product they had been searching for. A comprehensive build out of their account into two campaigns, brand and category, was needed in order to customize their ads and keywords accordingly. By working with the client, we would create brand specific ads that would lead Continue reading…
Integrated Search Marketing Case Study – Lumineers
Jamie Lane | August 17th, 2010
Situation The leading provider of painless, porcelain veneers, Lumineers started working with Wpromote in 2008. Despite positive results, the company knew its online marketing needed improvement. With nearly all its traffic generated from branded keywords, a poorly optimized site, and a landing page that hadn’t been properly tested, Lumineers hired Wpromote to take over its PPC campaign, design and execute an SEO strategy, and execute landing page optimization tests through our PagePerfect service. Challenges In the beginning, Lumineers was spending 42% of their PPC budget on the branded term ‘lumineers,’ nearly all in Google. It also had a minimal presence on content sites. Likewise, as Lumineers’ domain is younger than that of many competitors, it was at a disadvantage when it came to SEO. Finally, it was clear that Lumineers’ landing page was not converting as well as possible. All in all, there was tremendous opportunity to diversify traffic and boost conversions. Strategy PagePerfect (Landing Page Optimization) Once SEO was underway, we turned our focus to Lumineers’ landing page. We devised eight combinations of new images and copy we felt would boost conversions and performed a multivariate test using our proprietary optimization process. PPC Our first step was to expand Lumineers’ keyword lists to target long-tail and exact and phrase-match opportunities. Next, we enhanced their presence in Yahoo, MSN, and the Google content network. SEO Lumineers’ was in the process of a website redesign. We consulted the company on creating SEO-friendly pages and implemented 301 redirects to preserve rankings. Next, Continue reading…
Tags: Case Study, Landing Page Optimization, PPC Management, SEO
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Client Profile – TOMS Shoes
KRONiS | May 4th, 2009
TOMS Shoes was founded on a simple premise: For every pair you purchase, TOMS will give a pair of shoes to a child in need. One for One. Using the purchasing power of individuals to benefit the greater good is what TOMS Shoes is all about. TOMS mission is made possible because they minimize their marketing budget by utilizing an enormous volunteer network across the US. In fact, one of the few areas they have a significant marketing spend is in Search Engine Marketing. The Business Challenge Tomsshoes.com had decided to create and launch a new website to promote their business of giving one pair of shoes to a child in need for every pair purchased. The new design would need to be search friendly, but also user friendly and clearly stay on track for their marketing initiatives. The timeline for the launch was for mid-summer (August 1st, 2009). Site Launch Pre-Planning Meeting Wpromote personally met with the site’s designers (the design team flew in from Chicago) to go over the goals of the new site and to determine any possible roadblocks or problems. From an SEO perspective there were many issues that needed to be drawn to the attention of the programmers, such as product pages requiring static links to ensure proper indexing of those pages. As the site uses an overlay, we had to make sure that it did not prevent the pages from being crawled. Planning an Accelerated Launch Schedule An opportunity arose for Toms to be Continue reading…
Tags: Case Study, Client Profile, SEO, TOMS Shoes, Wpromote
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