Country Club Prep.

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Project Challenge.

In October, Visiture began PPC management for an emerging clothing retailer, CountryClubPrep.com, who are on Shopify Plus. Naturally, November and December are the most profitable months of the year, so quick action was required on our part to create coverage for their 200+ brands. As a result, the shopping season was very successful. With Visiture PPC management, Country Club Prep experienced a 127.3% year over year increase in overall online sales revenue for the holiday season from pre-Visiture to post-Visiture.

A year later, Visiture had more time to prepare for the holidays and optimize search and shopping campaigns to fully leverage the exponential volume of the season. The following case study outlines year over year growth for the holiday shopping seasons.

Country Club Prep
Country Club Prep Project Challenge

The overall goals in order of priority were to:

  • Increase online sales
  • Capitalize on search volume during the holidays
  • Produce profitable return on advertising spend

With these goals in mind, Visiture employed PPC best practices, in-house strategies, and Shopping feed optimizations to not only create a profitable holiday season, but also garner a 75% increase in PPC sales year over year (YOY) for Country Club Prep.

Results Achieved.

Increase in PPC Sales

75%

Increase in Conversions

110%

Increase in Revenue

74%

Tactics Goals Country Club Prep

Our Tactics and Goals.

To increase online sales and exposure, the Visiture team capitalized on Google’s Shopping medium, ensured complete brand and product coverage, and strategically utilized multiple promotions during the holiday season.

Google Shopping Optimization.

Country Club Prep transitioned their website to a new platform prior to the holiday season. Site changes greatly affect products in a shopping feed, and if your PPC team isn’t well versed in website transitions there can be catastrophic consequences.

The Visiture team worked to proactively create as seamless a transition as possible. More optimizations of feed data were required to adhere to Google’s requirements and position Country Club Prep for maximum success. The following tactics helped produce a 167% increase in sales YOY in the Shopping Campaign.

Product Categorization

Over 10,000 products were manually categorized using Google Shopping’s product taxonomy. Because Google product categories were not established within the product data on the back-end of the client’s site, the Visiture team submitted appropriate categorization to the client’s web development team. Appropriate categorization is paramount to a successful Shopping campaign as Google uses this data to match search queries with relevant products.

Attribute Updates

For apparel items, Google requires the following attributes for each product in a feed: Color, Size, Gender, and Age Group. The majority of the products in the Country Club Prep feed did not have all attributes represented, and the team was required to manually input these attributes for each product via our feed management software. If this optimization were not implemented, the products would not have been approved to advertise on Google Shopping.

Campaign Structure

The Visiture team segmented the Shopping campaign by brand and product ID. This allowed the most granular level of optimization, as well as, the most visibility into product performance.

Increase in Advertisement Clicks

179%

Increase in Conversions

167%

Increase in Revenue

167%

Return on Advertising Spend

6.18

Maximize Brand And Product Coverage.

Increased holiday search volume yields increased competition in AdWords, so it was vital to have keyword coverage for not only brand keywords, but brand + category keywords.

Country Club Prep has over 200 brands available on their site. Aggressive (but conscious) bidding across all devices was put into place so that Country Club Prep ads maintained strong positions throughout the key months of November and December.

The team was able to double both spend and sales YOY while maintaining strong ROAS.

Maximizing Brand Product

Increase in Advertisement Clicks

85%

Increase in Conversions

114%

Increase in Revenue

78%

Return on Advertising Spend

4.30

Performance Results.

The holiday season was certainly a successful revenue generator for Country Club Prep, but by leveraging more data to optimize the shopping feed, increase keyword coverage, manage bids, and utilize promotions, the Visiture team was able to generate approximately 75% more PPC revenue while staying well above ROAS goals. This translated into a 53.6% increase in overall sales online YOY for Country Club Prep.

Performance Results

Increase in Advertisement Clicks

98%

Increase in Conversions

92%

Increase in Revenue

110%

Return on Advertising Spend

6.30

Data Driven Marketing + Creative Commerce = Results.

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