LA Police Gear
Digital Marketing Case Study.
Our Tactics and Goals.
When we started management of LA Police Gear’s paid media accounts, we completed an intense audit – which included the current state of their accounts, an insight into their industry, and a better understanding of their company and goals. In our discovery, we identified 3 main goals from the company – increasing exposure of the brand, optimizing their ROAS to reach above a six and re-organizing their Shopping campaigns.
With profit margins defined by the company, we first went to work on restructuring their shopping campaigns. We worked closely with Google to help build Smart Shopping campaigns around those margins. We expanded their search campaigns to support more general searches (i.e. tactical or outdoor) compared to just police or law enforcement searches. We also worked on revising and updating the ad copy used in the campaigns to be inclusive of people outside the military or law enforcement.
When we started managing their Amazon advertising, our team first conduct a thorough audit of their existing account to determine any deficiencies. We quickly found several areas in which the company could make notable improvements. Not only were ad groups cluttered and mixed with keyword match types, campaigns were missing negative keywords and they were running zero Sponsored Brand campaigns. We also found that the company had some of their highest performing campaigns paused, while underperforming and under optimized campaigns continued to run – wasting money for the client.
Our team then started to restructure their account from the bottom up. We used keyword research to help us better optimize their product titles with relevant targeted keywords. We also identified targeted and negative keywords to ensure that sponsored product ads were appearing only for relevant searches.
In addition, we worked with the company to create an All Catalog campaign that included all the products in the client’s inventory. This allowed us to transfer key insights into our manual campaigns. We also created a series of Amazon posts to help increase product visibility for the client.
After implementing various paid media tactics with LA Police Gear, we brought on our SEO team to help them identify long-term organic strategies to increase their presence in the SERPs. We originally started working with the company to craft an effective content marketing strategy and optimizing their current meta titles and descriptions.
However, despite those efforts, the company continued to losing rankings. While this had been anticipated going into the agreement, the bleed didn’t slow down, even with the implementation of SEO best practices. At that point, our technical team took a deeper dive into the structure of the site to see how we could help.
Our team found that their site was riddled with errors and after seeing their analytics continue to drop, we recommended a site migration to a new platform and start over with a new slate. After consideration, the company decided to pursue that avenue and turned to Visiture’s design team to help bring their new site to life.
As a result of these actions, LA Police Gear saw tremendous gains in their eCommerce efforts over the past year, including:
Increase in Overall Transactions Post Launch
Increase in Paid Search Revenue
Increase in New Users YOY
ROAS Achieved on Paid Advertising
Increase in Amazon Revenue
Data Driven Marketing + Creative Commerce = Results.
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