Passenger Clothing, a UK based eCommerce clothing and accessories brand, were looking for a performance marketing agency to help them scale their digital campaigns and hit aggressive year-on-year growth targets. The challenge for us was that Black Friday and Christmas (2 of the UK’s biggest retail and eCommerce periods) were just around the corner. In order to hit the aggressive year-on-year growth targets we needed to act quickly and efficiently to drive the results that Passenger were expecting.
After an initial audit we identified 4 key areas we needed to work on:
Use existing BI data to refine and segment audiences. By feeding this data into Facebook Ads Manager we could build dynamic audiences which automatically update and improve prospecting and retargeting campaign performance.
Rather than focusing solely on key metrics (CPA, ROAS etc.), we outlined micro-KPI’s throughout the funnel, such as Cost Per Landing Page View and Cost Per Add to Cart, to benchmark performance against specific campaign objectives.
Build multiple retargeting funnels based on user behaviour. By blending Google Analytics, Facebook Ads and BI data we could retarget website visitors and existing customers with far greater effectiveness.
CONTENT, CONTENT, CONTENT…
The website had a good backlink profile and ticked most technical SEO boxes, but lacked content particularly at category level. By running in-depth category level keyword analysis and writing SEO optimised content we could drive more organic traffic to these pages.
By combining our data-driven approach to performance marketing with the great work the team at Passenger had already done we were confident of hitting the year-on-year growth targets that had been set.
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