Calzedonia
Our team took over the Calzedonia performance accounts at the start of November. As part of strategically developing the accounts, we identified an opportunity to improve efficiencies and limit wasted ad spend specifically across branded search terms.
The Results
SEM Revenue uplift since 3 month test
Prior to onboarding, we noticed our client was allocating a fair amount of budget towards branded keywords (despite there being no competitors on these terms). This presented us with the opportunity to test, gradually reducing investment on paid brand terms, with the aim of organic search picking up this traffic instead (free clicks).
The test lasted for 3 months and in that time we were able to reduce paid spend/clicks across both brands while increasing SEM revenue, seeing impressive results across both Intimissimi (+55%) and Calzedonia (+2%).
Our test phases demonstrate the power of taking a holistic approach to your SEM strategy, highlighting the benefits of allowing SEO to pick up traffic for branded search keywords, ultimately resulting in cost savings for brand CPCs.
Involvement
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If you’re interested to see what we can do for your brand or learning more about us, our work, or our process, please get in touch.
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