Vionic: Paid Search Optimization Increase YoY Revenue 450% for Ecommerce Site

Overview

The Vionic team began working with Blast in January 2014 to improve its organic search presence across high-value products, and to support a site migration. In June 2014, they expanded Blast’s engagement to include PPC management.

Challenge

A 2013 name change, from Orthaheel to Vionic, resulted in some confusion for consumers and led to messaging challenges for the brand.

Additionally, Vionic works with a number of strategic partners who sell their brand and are authorized to bid on their brand name. It was important that the new PPC strategy take into consideration competing marketing efforts from their partners, and organic traffic, that all drive sales for the company.

At the end of 2014, Vionic set a revenue growth goal of 20% year over year.

Solution

The Blast paid search team worked with Vionic to develop a strategic approach to PPC.

To educate consumers who use the retired brand name and avoid confusing those already familiar with “Vionic,” new campaigns were organized according to awareness stages.

Blast also analyzed top keyword performance to build out recommendations for terms that should be fully funded with PPC, as well as the projected net gain that would occur from fully funding these keywords.

Campaigns were optimized for efficiency to drive a strong return and allow for volume growth.

Results

Blast’s initial campaign restructure resulted in performance that exceeded initial projections in net gain, and these improvements have continued throughout the year.

The brand awareness messaging funnel resulted in streamlined searches, customer education, and additional sales:

By strategically using a variety of ad extensions and ad formats (including video & shopping), ads were effectively differentiated from competition, resulting in significant account gains in revenue and across key metrics YoY:

Through a strategic optimization process, Blast has driven stronger brand awareness, and grown Vionic’s average PPC revenue per month by 287%, resulting in a 459% YTD revenue increase.