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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 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:
- Increase sales for their winter outerwear
- 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 campaigns targeted to U.S. areas with users most interested in 686’s most popular cold-weather gear
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
Dynamic search ads campaign to deliver dynamically targeted messaging and landing pages to users interested unique and specific products
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
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.
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