About InTheMarket
The client is an online retail business based in Ireland, servicing the Irish market exclusively. They have over 30 years of experience delivering gym and pet products of outstanding quality, at affordable prices.
Goals
Website sales
We needed to increase sales from the client's website. This meant we needed to bring more relevant traffic to it.
ROAS 4+
For the client to grow at the pace they wanted to, we needed to achieve a ROAS of at least 4.
Expand audiences
To achieve our other goals, we needed to deliver the client's products to new clients.
How was the success achieved?
The Challenge
During this project, we encountered minimal apparent obstacles. The client's website boasts a captivating design and is finely tuned to enhance conversions. Their products stand out for their exceptional quality and possess distinctive attributes that can cater to a diverse range of audiences.
However, the client required assistance with PPC optimization, which presented an exciting opportunity for us to step in and lend our expertise. We gladly provided them with the necessary PPC optimization, contributing to their success.
In terms of SEO, the website had experienced a significant drop in traffic roughly six months prior to our partnership. This was caused by a poorly structured website with unoptimized categories, ineffective keyword positioning, and a declining online presence.
The website had experienced a significant drop in traffic and impressions throughout the 6 months before our partnership.
The number of referring domains and the backlinks profile was worse than the competitors’. For example, one of the main competitors had 966 dofollow backlinks, while InTheMarket had 595.
The Strategy
PPC
We decided to build a multichannel structure to achieve our goals to boost the total results.
Naturally, the best platforms for growing e-com businesses were Google and Facebook Ads.
As our client already had Google Ads, we optimized it and created a new strategy on Facebook Ads, which our client hadn't used for advertising before.
SEO
- Conducted a comprehensive technical SEO audit and resolved critical crawling and indexing issues.
- Performed on-page SEO optimization for essential pages.
- Improved Meta-Data by optimizing Title, Description, and H1 tags.
- Implemented structured data on pages to improve product snippets.
- Analyzed backlinks profile, with creating backlinks strategy, and posting on high Domain Authority/traffic websites.
Results we achieved:
PPC
1. We fixed problems with conversion tracking in GA4 and FB. This helped us launch highly effective remarketing assets on Facebook and Google Ads.
2. Provided consulting in conversion rate optimization, helping the client evolve their website and ensuring stable results.
3. Engineered an advanced omnichannel reporting solution within Google Data Studio by developing a bespoke connector that seamlessly integrates Facebook insights, delivering a holistic view of cross-platform performance.
4. Conducted an optimization of our product feed, leading to the launch of catalog campaigns on Facebook and Performance Max campaigns on Google Ads with a total ROAS 6+
5. We prepared in advance for the transition to Google Analytics 4. Thanks to this, we were able to minimize the negative impact of the transition on the results of advertising campaigns. We managed to not lose the positive trend in the Google Ads advertising account.
6. We constantly tested and searched for the best audiences, trying dozens before finding the most relevant.
In this case, it was:
1. Cold audience based on relevant interests.
- Transactions: 673
- ROAS: 5+
2. In a retargeting campaign, we got the best results from the Website visitors for the last 30 days and Those who engaged with InTheMarket's Facebook and Instagram pages for the same period.
- Transactions: 700
- ROAS: 13.5+
7. By constantly monitoring the innovations in advertising platforms, we were able to identify the opportunities and possible improvements from using the Advantage + Shopping Campaign.
- Transactions: 964
- ROAS: 8.02
8. Implemented a transparent and efficient project management system using Basecamp, structured around our internal Standard Operating Procedures, to ensure consistent strategy execution and stakeholder visibility.
SEO
1. The product and categories pages we've optimized received more traffic and better keywords positions.
The best-performing one got a 43% increase in traffic. In the graph below you can see the new indexed pages with the changes in traffic and the number of keywords they have.
2. Total branded clicks - increased by 11.4%
Average position - increased by 1.5
Non-branded clicks - increased by 13.6%
Average branded position - increased by 1.1
3. Analyzed the backlinks profile and created a backlinks strategy, posting on 46 high Domain Authority/traffic websites.
4. Overall increase of backlinks and Referring domains which helped to increase traffic and the website’s rankings.
5. The focus was on the main keywords such as:
- Treadmill
- chicken coop
- dog runs
- spin bike
- bin cover
Here, we can see the comparison of keyword positions before and after our optimization processes.
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