“Think small, live large” is the mantra at Little Obsessed, a New Jersey-based online boutique that provides small gifts and other collectibles for those who happen to be a little bit obsessed with mini merchandise. Susan Natale, the company’s founder, keeps her shop’s inventory stocked with everything from kitchen decor and office supplies to paper products and children’s toys.
What makes Little Obsessed special? Their merchandise is the kind of thing you find in stores.
Client’s Online Pain
This client’s trouble was twofold:
Little Obsessed’s pay per click (PPC) campaign wasn’t yielding the conversion rate that they would have liked it to, despite their generous budget. Furthermore, Little Obsessed’s product listing ads (PLAs) simply were not competitive enough to show up in search results. Needless to say, the amount of missed opportunities for online conversions was frustrating.
Regardless of her PPC problems, though, Susan Natale saw bigger and better things for Little Obsessed, especially in the wedding and party favor markets. Little Obsessed was going to need help if it wanted to expand into new territory and simultaneously improve its online visibility — that’s where we came in.
1SEO.com Digital Agency’s Strategy
The first thing we did was address the PLA issue by migrating the campaign to shopping. Then, we optimized Little Obsessed’s bids by product group, because they needed to be competitive enough to show in all shopping results.
After we got the PLAs squared away, our next task was to implement a very specific ad schedule that was based on the conversion data we were seeing. We ensured that the ads were only running during the times that yielded the highest number of conversions.
Finally, we added a +10% bid adjustment for mobile devices to ensure the client’s shopping ads showed up in as many mobile auctions as possible.
The month before Little Obsessed came onboard here at 1SEO.com Digital Agency, their cost per conversion was $22.64; the conversion rate was 1.22%; cost per click was $.28; and, click through rate was .71%.
After 14 months with us, here is what Little Obsessed’s PPC campaign looked like:
- Cost per conversion dropped by to $14.21 (-37.26% change)
- The number of conversions doubled. There were 34 the month before they came on board, and that number was 68 in their 14th month
- Conversion rate increased to 1.89% (+54.7% change)
- Average cost per click decreased $.27 (-294% change)
- Click through rate increased to 1.46% (+105.37% change)
Moral of the Story
The lesson here? A great strategy wins every time. Little Obsessed increased their monthly spend by just 18.02%, and the results they saw were phenomenal.
Today, Little Obsessed is a prominent name in the mini merchandise and collectibles market. Susan Natale’s company is also selling wedding-themed items and other party favors as well. With a little help from 1SEO.com Digital Agency, Little Obsessed became a big presence in the markets they aspired to.
- CLIENT Little Obsessed
- YEAR Client Since 2014
- WE DID SEO & PPC