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How Frooition cuts marketing costs by 65% through smart SEM: Decrypted

How Frooition cuts marketing costs by 65% through smart SEM: Decrypted

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The Brand: Frooition Frooition’s objective behind conducting search engine marketing campaigns The web design firm’s strategy for search engine marketing The Success: 21% rise in conversion; 65% decrease in overall costs; 98% increase in click-through rate Words by Andrew Pinner, Online Marketing Manager at Frooition

Frooition cuts marketing costs by 65via smart SEM-DecryptedThe Brand: Frooition

Frooition (www.frooition.com) is a web design firm specializing in eBay storefronts for brands. The firm provides creative services and productivity apps for over 260,000 customers worldwide. The company is renowned for providing thousands of designs across many platforms using advanced technology for more than 10 years. Its eBay store and listings designs holds the power of enabling any company whether a small business or a major enterprises in increasing sales on the ecommerce platform. Its clients include Dyson, Sony, Timberland and P&G to name a few. The company wanted to reach more customers for which they hired Vertical Leap for overhauling the existing SEO and PPC and coordinated with both Google and eBay for including the brand term eBay in ads. The firm saw 21% rise in conversion, 65% decrease in overall costs and 98% increase in click-through rate. Frooition cuts marketing costs by 65via smart SEM-Decrypted-1

Frooition’s objective behind conducting search engine marketing campaigns

Frooition had a challenge of revamping its existing SEO and PPC efforts in order to achieve or exceed its already-high levels of online sales conversions and that too with a 25% reduction in the marketing budget.

The web design firm’s strategy for search engine marketing

To attain its goal, the web design firm collaborated with the digital marketing company Vertical Leap for overhauling its SEO and PPC campaign with a new creative outlook. The one thing that needed the proper attention as per Vertical Leap was the existing use of brand term eBay as with itself it was hampering the exposure of the Frooition ads. With the help of Google support liaison services the agency identified the key contact at eBay and asked them to request authorization and remove the restriction placed on the adverts. Now based on the historical data, the agency restructured the entire account that enabled them to pay attention on the budget in the right areas. They removed the keyword that did not perform well that reduced the account waste however they redefined the keyword match types to laser target search terms. Vertical Leap used its marketing intelligence system, Apollo for guiding the team in development of the right content for the web pages and PPC ads that allowed actionable insight throughout the campaign. They rewrote the ad copy for matching the new structure of the account and improving the keyword quality score. They adjusted the ad schedule for targeting the high performing hours of the day while new ad extensions were created for highlighting the USPs and improving the click through rates.

The Success: 21% rise in conversion; 65% decrease in overall costs; 98% increase in click-through rate

Removal of the poor performing keywords and exact targeting led to decrease in the number of impressions by 33% and reduced overall spend by 65%. The account restructures appreciably enhanced the quality score and reduced cost per click by 52%. Ad copy & ad extension changes (in conjunction with ad targeting) increased click through rate by 98%. Combined activities increased conversions by 21% but spent 65% less on clicks. A quick look at the overall results:
  • Cost per conversion down 70%
  • Total conversions up 21%
  • Conversion rate up 65%
  • Overall costs down 65%
  • Click through rate up 69%

Words by Andrew Pinner, Online Marketing Manager at Frooition

 “Vertical Leap manage our PPC and SEO and we are never left wondering what they are doing. With the PPC in particular we were a little cautious as we were already doing well on our own. The target for Vertical Leap was to absorb their cost by lowering the spend within 3 months. They did it in the first month! We then increased spend 3 months ahead of schedule and the results are fantastic!”
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