Forcast Australia - Women's Workwear Case Study

The Challenge

My audit found Forcast was wasting ad spend with a weak online presence and an ad strategy that was not converting. A few issues I found;

Improper use of location ad targeting
Duplicated shopping product groups across different shopping campaigns
Lack of new audience targeting
Insufficient text ads and responsive search ads in some categories

The Process

It was then necessary to perform key optimisations that would make the biggest change in performance:

I flipped the focus from branded navigational keywords targeting ‘Forcast’, onto keywords around their best-selling products. This required looking into their analytics to pick out their highest selling/return products and exploring the keywords around them.
Forcast’s previous Google Ad spend wasn’t efficient at getting them a great rate of return. I had then made use of negative keywords to tune out irrelevant searches ultimately reducing the cost per acquisition (CPA)
I discovered that much of the previous Google Ads (PPC) strategy was targeted towards traffic that would come already come through organically. It was necessary to perform keyword research and bid on more profitable searchers.

The Solution

+443% Increase in Overall Revenue

Forcast experienced an astounding 440% increase in revenue from the suggested generic search terms.

78% Increase in ROAS within a few months.

+580% Increase in Transactions

Within just one month, the account managed to achieve 102 conversions on the website when previously they only managed to achieve 15 in the prior few months

Website

https://www.forcast.com.au

Skills Used

Paid Ads,Google Shopping

Industry

Style & Fashion

Results by the numbers

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