Digital Marketing Case study – Mountain equipment company based in Canada, a leading retailer of outdoor sportswear, specialized gears, and active lifestyle services.
Vision from Digital Marketing Case Study
MEC wishes to become one of the most popular online e-commerce stores for sportswear products, wishes to give an improved online shopping experience for their members.
Sportswear products are a seasonal business and it was challenging for MEC found it difficult to cater their Google AdWords account to the seasonality and fast product demand changes.
Current Challenges
Existing PPC campaign had few challenges.
The account lacked proper structure; they couldn’t quickly identify which items were selling, and ad groups weren’t tightly themed. This caused MEC’s cost-per-click to be higher than desirable.
Campaign Structure was rebuilt
Keywords and ad copy were refined to become more relevant to one another, while irrelevant keywords were cut out.
Ad groups were tightly-themed, making it easier to quickly react to seasonal product demand changes. Optimized keywords were added to suggest related products to consumers.
The Result
Every 1$ spend they started making $17
