Topic: online store of special footwear and workwear
Region: Lviv, Ukraine
Services: SEM Start, SEO, Google AdWords (Ads)
Year of writing the case: 2017-2018, updated in 2020
The task: to make the online store justify the financial costs and start making a profit.
The story
Our client created and launched an online store and expected the project to generate income without involving specialists in search engine promotion and advertising development. After waiting one or two months, he realized this did not work and decided to take more decisive action.
After contacting our company, the client set a task: to make the online store start selling and become profitable. We found the best solution and started working on our own, proprietary SEM Start tariff, which combines SEO and Google Ads services as well.
Within the second month of active work, we received positive feedback:
“The site has started working! The number of sales has increased, but we need even more.”
After the third month, based on the results of our own SEM Start product, we planned the following:
- To separate PPC-advertising into a separate service due to its effectiveness and season, and to increase the advertising budget. Optimize advertising campaigns based on 2 months of statistics.
- Reduce the budget for SEO, and introduce a website maintenance mode in anticipation of the implementation of some recommendations for further scaling. In general, we planned to create a second language for the website and consider creating physical pages for online store filters.
It’s been 7 months since the quarterly analysis and building a customized solution. Our joint actions have led to a positive result. For all the time from the beginning of the cooperation to the signing of the case, we were able to bring the customer more than 80 000 dollars in profit.
At the moment, the client has made some adjustments to the website on his own and with the help of programmers (albeit with a delay). It was decided to increase investments in the development of the project, and we continue to work with renewed vigor.
What about the project in 2020?
We continue to work. As of August 2020, the cooperation has been going on for 38 months (3 years and 2 months). For us, this is one of the main indicators of customer focus and the quality of our company’s work for our clients. However, the figures of invested/received are still more telling:
- The initial investment in SEO for $1340 for the period described above brought $9349 in gross profit from the shopping cart alone, and $31163 with the orders by phone.
- On May 16, 2019, Google Shopping was set up and launched for the client. The cost of this channel with the agency’s commission amounted to $1970, and the gross profit, including phone calls, reached $2778.
- We spent $16665 on Google Ads, excluding product ads, including our agency’s fees, and generated $23496 in gross profit through phone calls and shopping cart purchases.
The above statistics do not take into account associative conversions, purchases in a physical store after viewing the website online, as well as bulk purchases of large quantities for the entire team or enterprise made by phone.
