How we increased sales by 21% across paid media & organic channels for a leading footwear retailer

Organic:

Our initial focus was on improving foundational site-wide optimisations including metadata, content and internal linking. Once we had built strong foundations, we began targeting seasonal categories in parallel to core site-wide technical and on-page optimisations. 

We achieved #1 rankings for priority keywords during our highest peak season (back to school), including #1 for ‘girls school shoes’ and ‘boys school shoes’ – two of the highest searched transactional keywords in the category.

Testing underpins our SEO activity, including:

• CTR optimisation focusing on targeting priority USPs
• Schema optimisation for SERP appearance & rich results
• Content optimisation (topic targeting, content structure, heading structure, FAQs)
• Internal link optimisation (anchor text variation, internal link automation)
• Metadata optimisation (varying levels of keyword targeting)

Our focus on speed, scale and quality comes from automation via our proprietary tools, processes and workflows that are specifically designed for ecommerce websites. While bigger brands are able to rank due to brand power, we are able to outrank them by scaling out effective technical and on-page optimisations, at speed and with unbeatable quality. This, combined with our collaboration with the brilliant shoezone in-house team who implemented all optimisations & website changes incredibly fast, allowed us to gain and maintain consistent growth.

Our digital PR strategy, incorporating reactive campaigns and product-led initiatives, secured high-authority placements in national and industry publications. For example, during the back-to-school season, we promoted shoezone’s ‘free next day delivery’ to parents, earning coverage in top tier publications and boosting branded search traffic.

Paid:

Across paid media, our goal was to scale both spend and revenue whilst keeping ROAS above target. To do this, we implemented an account wide restructure across Performance Max, Search and Display activity.

For Performance Max, we segmented campaigns by product category as this best aligned with the client’s marketing goals. This structure meant we could optimise seasonal products with ease and gave us the control we needed over upweighting spend to these priority categories. We worked with the client to ensure the merchant centre feed was set up in the optimal way to facilitate this, and we ensured we were reaching the target audience through a variety of audience signals including 1st party data and search themes.

Our focus across search campaigns was to ensure we were reaching the target customer with highly tailored ads. We introduced gender specific audience targeting at campaign level and conducted an ad copy refresh to increase ad strengths and ad relevance.

To increase reach and engagement on Display, we expanded our audience targeting to include customer lists such as the most engaged audiences and also launched a dynamic remarketing campaign to show product-specific ads to users who had recently viewed a specific product to encourage them to convert.