increase in Google Shopping revenue
improvement in impression share for sewing machines
When eCommerce retailer, The Sewing Studio, appointed Target as its lead performance marketing agency, we were set three clear goals:
When Target took over the account, The Sewing Studio's in-store purchases and failed eCommerce finance applications were being credited as online revenue in Google Analytics and falsely reported as marketing wins by the previous agency. Our first task was to clean-up the brand's data and analytics ecosystem to provide a true reflection of channel performance and empower better decision-making. We proceeded to build out a brand new account structure in Paid Search & Paid Social using our eCommerce best practice methodology, including layering third-party data with first-party data and a sophisticated Smart Shopping set up. Our initial audit also found that only 11% of the brand's product inventory was being served, with some high margin and high volume products being neglected. To combat this, we created new Shopping campaigns for these products with a ring-fenced budget. We restructured The Sewing Studio's Paid Social accounts to our agency best practice, with campaigns servicing prospecting, remarketing and retention audiences and creatives that championed UGC, bespoke video and lo-fi design techniques.
Our team have been working with The Sewing Studio for 9 months and we've seen consistent scaling at a maintained efficiency. Google Shopping revenue is up 425% versus the previous period, and we are achieving an average blended ROAS of X23 (across all performance marketing channels) - figures that we can now boldly say are accurate, due to the creation of the brand's new attribution model. Paid Social continues to perform well with the integration of Klaviyo to create custom audiences for remarketing and re-engaging cart abandoners. In addition to this we have built a series of bespoke real-time reporting tools, using scripts and APIs, to provide 24/7 transparency around performance for all stakeholders within the business.
After the early successes of our Paid Media campaigns, we have since started work on our next project: Technical SEO & Link Building with a Digital PR approach. Our highest priority is to implement a new internal linking strategy to support the transfer of domain and page authority throughout the site. We will also be disavowing a series of legacy backlinks with high toxicity, implementing 301 redirects and conducting outreach to regain lost backlinks before beginning our Digital PR campaign later this quarter.
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