The Ecommerce Challenge
Metric Theory aimed to turn around a revenue deficit and scale profitable new customer acquisition. When MT began management in March 2016, Distinctive Apparel’s (“DA”) brands were operating at a -37% deficit in total revenue year over year. In addition to topline revenue, DA’s priority was scaling profitable new customer acquisition, an area that had never posted profitable results for the businesses. With all key metrics trending downward, Metric Theory crafted a strategy to quickly improve revenue volume and ad spend efficiency.
From the Client
"The Metric Theory team is best-in-breed for digital account management and program execution. They are inquisitive and bring a high level of diligence and data mining to the optimization of our PPC efforts. I would recommend their service to any business looking to improve their program without hesitation and above any SEM business I have encountered."
Shopping & Feeds
As with any online apparel retailer, taking advantage of Shopping ads was a core part of our strategy. MT used campaign priority settings and product category insights to filter traffic through a granular campaign structure, and optimized feed attributes in our shopping feeds to ensure we were matching to the maximum amount of relevant traffic possible.
Top of Funnel Acquisition
To maximize new customer acquisition, Metric Theory focused on expansion with non-branded text keywords across Google & Bing, as well as Display and Gmail advertising to find prospective customers wherever they were consuming relevant content.
To ensure we were capturing new customers at every stage of the funnel, Metric Theory built out a comprehensive Social presence utilizing Lookalike, Interest, and Behavior targeting to continue to expand new customer campaigns profitably.
Because online apparel is a competitive space, many users don’t convert right away. Metric Theory rolled out static and dynamic Remarketing campaigns across SEM & Social to stay with users throughout their customer journey. Within these campaigns, MT implemented account-specific strategies including behavior based audiences, time decay audiences, and demographic adjustments.
increase in overall revenue (up from -37% deficit)
average increase in non-branded revenue
average increase in non-branded ROAS
average increase in Social revenue