Within 3 months of new management of the campaigns, I improved ROAS by 350% setting a new baseline to be beat every quarter.
Upon starting new management for any new brand, I find that after an audit there are several key changes that need to be made including structure, creative, and targeting. This was the case for SITM. They sell crazy fun socks but they were targeting crew socks, knee high socks etc. Along with restructuring their campaigns,
As the main strategist on the account I analyzed their search terms results as well as traffic and conversion metrics. I then updated their campaigns to have match types separated, brand targeted, and I shifted their targeting to target new sets of keywords, crazy socks, cool socks, novelty socks, type of keywords that are more aligned with what they are selling.
Within 3 months of new management of the campaigns, I improved ROAS by 350% setting a new baseline to be beat every quarter.
Google Shopping,Paid Ads,Paid Ads,CRO,Paid Ads
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What’s good for the user is good for search. The biggest challenge of the SEO audit for On One Studios (and all companies) is maintaining a customer-focused approach when optimizing.
Every action in the audit must answer the question: how does this help the user on your website? Each tweak needed to embody the core drive of the company.
We came up with a human-centric SEO strategy to guide my approach. The web audit was designed to address three critical issues:
Understanding the company’s core value proposition and drive.
Great tactics mean nothing without a proper guiding strategy. Before I started any optimization, I spoke with management on what constituted the company’s core drives. By understanding their unique selling proposition, I could write copy that reflected their goals.
Addressing website architecture problems with user-centric best practices.
The website needed to make sense to customers. From URL structure to homepage navigation, I needed to make sure each click on the website made it easy to get to a sale.
Identify competitor SEO strategies to implement off-page SEO tactics.
A key pillar of getting a site to rank is the number of backlinks pointing to it. I needed to create a comprehensive, white hat backlink strategy to boost the site’s domain authority. By looking at who our competitors were linked (and linking to), I got a sense of the types of backlinks I was looking for.
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