Case Study: 62% Revenue Surge: Stevie Morris Digital Marketing Revolutionises Sewing Retailer's Google Ads Strategy

Case Study: Stevie Morris Digital Marketing Boosts Online Sewing Supplies Retailer's Performance

Stevie Morris Digital Marketing, a specialist in e-commerce advertising, successfully transformed the Google Ads strategy for a leading online sewing supplies retailer. This case study examines the impressive results achieved through strategic campaign management and optimisation.

Client Overview

A prominent online retailer specialising in sewing supplies sought to improve their e-commerce performance through Google Ads. They partnered with Stevie Morris Digital Marketing to revamp their advertising strategy and drive growth.

Stevie Morris Digital Marketing's Approach

The team at Stevie Morris Digital Marketing implemented a multi-faceted Google Ads strategy, focusing primarily on Shopping campaigns while also optimising Search campaigns. Key strategies included:

1. Segmented Shopping Campaigns: Implementing a tiered approach based on product performance and brand recognition.
2. Performance-Based Budgeting: Assigning budgets to campaigns based on their performance metrics.
3. ROAS Optimisation: Utilising Target ROAS bidding strategies for automatic bid adjustments.
4. Brand vs Non-Brand Separation: Capitalising on high-intent brand searches while capturing new customers through non-brand terms.

Key Performance Indicators

Stevie Morris Digital Marketing's efforts led to significant improvements across various metrics:

Overall Performance

• Total Conversion Value: £276,948.09 (62.60% increase year-over-year)
• Total Cost: £13,344.23 (2.73% increase year-over-year)
• Total Conversions: 5,294.23 (28.23% increase year-over-year)
• Overall Conversion Rate: 8.12% (37.70% increase year-over-year)

Shopping Campaigns

Shopping campaigns, the primary focus of the strategy, showed remarkable growth:

• Conversion Value: £160,569.72 (124.78% increase year-over-year)
• Cost: £10,882.63 (12.15% increase year-over-year)
• Conversions: 3,849.04 (62.75% increase year-over-year)
• Conversion Rate: 6.75% (60.07% increase year-over-year)

Search Campaigns

While focusing on Shopping, Stevie Morris Digital Marketing also optimised Search campaigns:

• Conversion Value: £116,378.37 (17.69% increase year-over-year)
• Cost: £2,461.60 (25.07% decrease year-over-year)
• Conversions: 1,445.19 (18.06% decrease year-over-year)
• Conversion Rate: 17.61% (39.38% increase year-over-year)

Results and Analysis

1. Improved Efficiency: Stevie Morris Digital Marketing achieved a 62.60% increase in conversion value with only a 2.73% increase in overall ad spend.
2. Higher Quality Traffic: The overall conversion rate increase of 37.70% indicates that the ads were attracting more qualified leads.
3. Shopping Campaign Success: The 124.78% increase in conversion value for Shopping campaigns validated the strategy to focus on visual product ads for sewing supplies.
4. Search Campaign Optimisation: Despite a decrease in conversions, the Search campaigns saw a 39.38% increase in conversion rate and a 25.07% decrease in costs, showing improved targeting and efficiency.
5. Segmentation Benefits: The segmented approach to Shopping campaigns allowed for more nuanced bidding strategies, contributing to overall performance improvements.

Challenges and Opportunities

Stevie Morris Digital Marketing identified several areas for future growth:

1. Budget Limitations: Several high-performing campaigns were limited by budget, suggesting potential for further growth with increased investment.
2. Impression Share: Some campaigns, particularly the "Low Impression Share Products" campaign, indicated opportunities to capture more market share.
3. Mobile Optimisation: Ensuring mobile-friendly ads and landing pages could further improve performance, given the growing trend of mobile shopping.

Conclusion

Stevie Morris Digital Marketing's strategic approach to Google Ads yielded impressive results for the online sewing supplies retailer. By implementing segmented campaigns, optimising for ROAS, and continuously refining their approach, they successfully grew the client's online business. The significant increases in conversion value and efficiency across campaigns validate the effectiveness of their strategy. Moving forward, addressing budget limitations and exploring opportunities to increase impression share could lead to even greater success in the competitive e-commerce landscape for sewing supplies.