Inch Blue

Objective

After an extensive audit, we could see that Inch Blue had a lot of irrelevant or non-converting traffic coming to the site via a paid-heavy strategy, making growth and ROI a struggle. We set out to gain better quality visibility and traffic, improving the site’s CVR and overall sales in the process. 

This meant developing a full-funnel strategy that integrated both Paid and Organic to achieve an optimal channel mix, and ensuring that the Paid channels were working in the brand’s favour, not hindering their performance and ability to reach potential new customers.

What We Did

Our first priority was to restructure and expand all Search campaigns and launch Performance Max campaigns on Google. From here, we optimised and improved the shopping feed health as well as managed Ad Spend budget to maintain a healthy ROAS and allow us to scale. And it sure did. We saw results of a 1576% increase in ROAS and an 8% reduction in Ad Spend. We also reduced branded bidding by 60% to allow these searches to come in via Organic.

Next on the list was launching advantage shopping campaigns on Meta. Here, we experienced with new creative, copy, and testing regimes. 

In the same vein, we A/B tested campaign types, audiences, and bidding strategies across the channel to find exactly what worked best for Inch Blue. Our Paid efforts resulted in a 128% increase in CVR for the brand, a 63% reduction in CPA, and a 152% increase in revenue.

From an Organic perspective, it was time to turn up the dial. Inch Blue had never focused on SEO as a priority and so there was a lot of work to be done. First up, we implemented a sitewide metadata refresh, targeting high search volume keywords. Following this, we mapped out and implemented a new site structure and hierarchy, optimising existing category pages within this but also creating new pages to increase visibility on the SERPs, resulting in a 186% increase in total ranking keywords and a 225% increase in organic online revenue.

And last but certainly not least, we put our focus on the blog. We created an in-depth long-form content strategy, writing fresh, informative content for the site’s blog. From these efforts alone, we have seen a 1,086% increase in blog ranking keywords and a 5,000% increase in organic monthly traffic to the blog.