ENDURANCE CASE STUDY: ECOMMERCE MARKETING
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ENDURANCE
CASE STUDY: ECOMMERCE MARKETING
February 2022THE CHALLENGE
THE CHALLENGE
CHALLENGE: Regain lost positioning/traffic from Paid and SEO efforts.
Our niche, SMB ecommerce client had a previously stagnant SEO agency managing their organic efforts while another agency
absently managed their paid efforts. The client had lost organic keyword placements while paid campaign management was non-
existent. Their Google Search ads were wasting money on terms they organically ranked 1st position for while ignoring terms the
company wanted to challenge the competition for. Those same terms lacked any attention from the organic perspective as well
and during the most important holiday season, traffic decreased bad.
The challenge?
Re-tool an ecommerce presence to regain on lost keywords, challenge competitor terms, and find success!
3 thinkENDURANCE.comSNAPSHOT
6-MONTHS PRIOR…
The ultimate success metric is an increase in online revenue.
To increase sales, we’d need to fix the issues brought to us by the client.
This is a snapshot of the 6-months prior to our start in 2021. We started our engagement in May with
the client implementing recommendations and changes at the end of May 2021.
It’s important to note that even during retail holiday season of 2020 - a time when this
ecommerce client should do very well – a major drop happens.
6-MONTH KEYWORD PLACEMENT DROP PRIOR TO OUR ENGAGEMENT 2020 HOLIDAY SEASON LOST TRAFFIC.
A NORMALLY HUGE TIME OF THE YEAR
4 thinkENDURANCE.comOUR EXECUTION
THE SOLUTION
A DIGITAL MARKETING PROGRAM DESIGNED FOR REGAIN
Focus on keyword improvements, video marketing, and re-tooling an entire google shopping and search ad campaigns.
• Our SEO Program started with an in-depth audit covering hundreds of different angles. From technical to conversion aspects. We
found many issues necessary for the client to address.
• We took a new look at the seed keywords the client wanted to focus on and planned multiple ways to address the targeted
keywords from both paid and natural perspectives.
• Immediately we dove into authority building activities, basic & advanced category and product page optimizations, internal link
recommendations, and real-time performance reporting capabilities.
• Build a brand-new paid design centered around shopping and search ads. Re-tool an existing branded search campaign for a
defense positioning that no longer steals legitimate organic traffic.
• Finally, begin management of their youtube channel and create a new video marketing strategy. A strategy focusing on “shorts,”
paid video ads, and natural channel & video optimizations
6 thinkENDURANCE.comTHE FINE DETAILS
• We built a highly customized digital marketing strategy focusing on three fronts: video
marketing, paid advertising, and search engine optimization (SEO).
• Complete SEO Audit; fix the foundation of an SMB ecommerce site, fix tens of thousands of
pages, thus sending immediate signals to search engines that we mean business.
• Conduct Keyword Research and Mapping; understand the phrases competitors were stealing,
those terms we want to regain, and execute across paid, video, and SEO channels.
• Optimize, optimize, and optimize again; once we understood where the gaps were, we built new
site sections, category page optimizations, and product keyword optimizations.
• Restructure existing evergreen content; evergreen category content is fantastic. However, this
client had a lot of content duplication. It’s an ongoing challenge to retool and remove.
• Paid Campaigns had to be completely rebuilt; the previous agency didn’t give enough attention
to the areas in need – they made optimization changes once a quarter on a small scale. The
agency before built 100’s of unnecessary campaigns and never optimized or built extension. We
rebuilt video, shopping, and search ads and optimize these campaigns multiple times weekly.
• Video Marketing; we can’t stress the importance of video in today’s marketing. Even if it’s just a
few organic video posts, Youtube, Instagram, and TikTok have to be in your digital marketing
strategy. And leveraging trends with video shorts is a sure way to increase visibility online. We
worked heavily with this client on increasing their video marketing efforts
7 thinkENDURANCE.comTHE RESULTS (The First 6 Months)
THE RESULTS
IN 6 SHORT MONTHS, WE ENDED 2021 WELL
The client started implementing our guidance quickly at the end of May, 2021
Let’s look at the end of 2021. It’s also important to note that this ecommerce client is part of an industry that had and continues to
have great results through the pandemic (COVID only increased the validity of our efforts as the client had a record year in 2020
despite losing traffic and keyword placements).
HERE WERE THE RESULTS…
9 thinkENDURANCE.comORGANIC TRAFFIC
BEFORE
AFTER
It might not look like much at first glance, but there’s a couple positive notes to make here.
First, the downward trend of organic traffic reverses and begins leveling out.
Second, the prior year saw dips during the holiday season. We’re seeing the traffic trend upward
during these times as it should.
Not extremely impressive on its own – we admit – however, when you’re repairing damages done
prior, leveling out a downward spiral and increasing traffic (instead of losing it) during holiday
season is exactly what we’d want to see.
10 thinkENDURANCE.comORGANIC KEYWORDS
BEFORE
AFTER
Traffic gains lag behind keyword gains.
From November 2020 to January 2021 there was a 25k drop in keyword rankings.
In the Same time Period in 2021 we gained ~12.5k keywords.
11 thinkENDURANCE.comORGANIC TRAFFIC STATS
JUNE - DECEMBER 2020 (last 6 months) vs.
JUNE – DECEMBER 2021 (Year-Over-Year)
REVENUE UP (YoY) CONVERSION RATE (YoY)
$116,759 +40.42%
AVG. ORDER VALUE (YoY) POSITION 1-3 KEYWORDS
+20.43% +228%
12 thinkENDURANCE.comKEYWORD RANKINGS GROWTH
IN ONLY 6 MONTHS AFTER LARGE DECREASES OF TRAFFIC AND KEYWORD POSITIONS
+228.05% KEYWORD POSITIONS 1 – 3
From 941 to 2,146 keywords in positions 1 through 3
+138.75% KEYWORD POSITIONS 4 – 10
From 4,449 to 6,173 keywords in positions 4 through 10
+175.99% KEYWORD POSITIONS 11 – 20
From 4,928 to 8,673 keywords in positions 11 through 20
+177.35% KEYWORD POSITIONS 21 - 100
From 31,100 to 55,158 keywords in positions 21 through 100
13 thinkENDURANCE.comYOUTUBE ORGANIC OPTIMIZATION RESULTS
CHANNEL AND VIDEO LEVEL OPTIMIZATIONS
VIDEO VIEWS VIDEO VIEW TIME
+9,916% +3,615%
VIDEO TO SITE TRAFFIC REVENUE FROM VIDEO
+421.2% +392.7%
14 thinkENDURANCE.comPAID AD MANAGMEMENT RESULTS
IN ONLY 6 MONTHS OF COMPLETE AD ACCOUNT REBUILD
ROAS (ALL NB CAMPAIGNS) ROAS (SEARCH BRANDED-DEFENSE)
5.59 : 1 100 : 1
ROAS (VIDEO NON-AD*) ROAS (NON-BRANDED, GEN TERMS)
1:1 3.4:1
• Non-ad videos are just informational videos with money behind them. They do not
have an intro, they do not promote well, and they lack a call-to-action. To make
money on these types of videos is extremely difficult. A 1:1 ROAS is welcome.
• NB = Non-Branded
15 thinkENDURANCE.comCLOSING THOUGHTS
IN ONLY 6 MONTHS WE’VE MANAGED TO…
The client started implementing our guidance quickly at the end of May, 2021.
1) We’ve been able to level out the free fall organic traffic drop.
2) We’ve seen keyword rankings skyrocket as a result of our efforts.
3) We’ve rebuilt All Paid Campaigns and are already seeing 5.5 to 1 returns.
4) We’ve placed emphasis on organic optimizations of channel videos and it’s paying back in dividends.
We’re very thankful for the trust this client has given us. After six months, we’re expanding our offerings
with them to start off 2022. We’re becoming more involved in content creation and digital strategy
overall. It’s blossomed into a wonderful partnership that we’re thankful to be a part of.
16 thinkENDURANCE.comGO FURTHER GET STARTED
ENDURANCE thinkENDURANCE.com
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