Apparel Brand 686 Leverages Ecommerce to Increase Year-Over-Year SEM Revenue Five Times Over While Reducing Cost Per Conversion by 67%

The Goal

Take product sales to the next level

How We Did It

Product: Snowboarding and winter apparel that’s as warm as it is stylish

Strategy: Get creative to stand out in a saturated market


Increased year-over-year SEM revenue


Increased conversion rate


Increased SEM sales transactions


Increased return on ad spend


Reduced cost per conversion


Account’s impressions at Quality Score of 8 or higher

686 Snowboard Clothing Models

686 has been providing fashionable tech apparel since 1992. Inspired by athletes from skateboarders and surfers to snowboarders and the like, 686 has become synonymous with technical progression and fashion fusion.

The Challenge

686 was looking for a creative and strategic SEM agency to help meet their e-commerce sales and ROI goals:

  1. Increase sales for their winter outerwear
  2. Maintain a 350 – 400% return on ad spend

Their return on ad spend for the previous year was 160%, presenting an opportunity to increase their returns by at least 200%.

The Solution

HawkSEM met with 686 to discuss their customer persona, unique selling points, and key performance objectives. From there, HawkSEM was able to create:

Search Icon

Search campaigns targeted to U.S. areas with users most interested in 686’s most popular cold-weather gear

Optimize Icon

A re-optimized product feed and Google Shopping campaign to display product photos and prices on search results pages in order to reach highly qualified customers

Magnifying Glass Icon

Dynamic search ads campaign to deliver dynamically targeted messaging and landing pages to users interested unique and specific products

Cart Icon

Remarketing for search and shopping ads to create additional touch points with customers who have expressed interest in 686’s brand and products by previously visiting the website

686 Landing Page Screenshot

The Results

686’s year-over-year SEM revenue has increased by 562% with a profitable return on ad spend.

Together, HawkSEM and 686 have developed a close working relationship, regularly connecting to collaborate on new SEM and social media strategies.

In addition to ongoing keyword optimizations and bid management, new strategies are still on the horizon, including dynamic remarketing on the Google Display Network, dynamic remarketing on Facebook, and website conversion rate optimization. This partnership with a focus on long-term strategies has led to consistent month-over-month improvement for 686.

Trusted By

Trust Logos

Ready to See Real Results?

Connect with us to get started on your own marketing success journey.

Browse More Case Studies