Ecommerce Strategy & Results:
Latico Leathers, a brand known for its premium handbags and accessories, sought to increase their online presence, drive higher-quality traffic, and improve sales performance. We implemented a combined approach of Google Ads (including Performance Max campaigns) and comprehensive SEO strategies to help them achieve these goals.
Challenges
- High Cost Per Sale (CPS): Latico Leathers was struggling with higher-than-desired costs per sale.
- Limited Organic Traffic: The brand was facing challenges in increasing its organic reach and ranking for relevant local keywords.
- Need for Enhanced Online Visibility: They needed a more strategic and optimized approach to both their paid and organic marketing efforts.
Google Ads Strategy
We began working with Latico Leathers’ Google Ads account in January 2020. Our strategy focused on optimizing their ad spend and boosting sales while maintaining a strong return on investment.
- Campaign Structure: We created new search and Performance Max campaigns that targeted high-quality keywords and utilized compelling ad copy.
- Keyword Research: Extensive research was conducted to identify the best-performing keywords that would attract the most relevant audience for Latico’s premium products.
- Ongoing Optimization: We regularly optimized the campaigns to reduce the sales cost, adjust bidding strategies, and refine ad copy to improve click-through rates and conversion rates.
SEO Strategy
For Latico Leathers’ SEO efforts, we started with a comprehensive website audit to identify areas for improvement and provided keyword suggestions that were closely aligned with the client’s target market and goals.
- On-Site Optimization: We optimized product descriptions, headings, meta tags, and internal linking to ensure a solid on-site foundation for SEO.
- Off-Site Optimization: Focused on building quality backlinks, improving local listings, and generating valuable blog content to increase organic reach.
- Local SEO: Special emphasis was placed on improving local keyword rankings, especially as Latico Leathers has a strong presence in specific geographic areas.
- Blogging: We also implemented a consistent blogging strategy that featured relevant topics around leather goods, fashion, and lifestyle, attracting a wider organic audience.
Results Achieved
Google Ads Performance
- Cost Per Sale: Reduced by 24.54% (Effective CPS: $36.23)
- Conversions: Increased by 160.33%
- Conversion Value: Increased by 162.45%
Over time, the campaigns became more efficient, leading to better performance and lower overall costs.
SEO Performance
- Organic Traffic: Increased by 226.65%
Achieved higher rankings for local search terms, increasing local visibility and customer engagement.
Conclusion
The combination of on-site and off-site SEO efforts, alongside highly optimized Google Ads campaigns, led to a substantial rise in organic traffic and a massive boost in sales and ROI. Latico Leathers successfully reached more potential customers and improved their overall cost efficiency across both paid and organic channels.
