Audience-first paid search efforts deliver impressive results

EVEREVE is a destination for highly curated, contemporary women's fashion, offering on-trend pieces from the hottest brands (including their own bestselling line). Facing increasing competition, EVEREVE tapped Collective Measures to create a revamped search strategy that would grow brand visibility and drive sales, both in-store and online.

Paid Search

The Challenge

Reigniting paid search efforts to deliver impressive results

Driving online visibility and sales in a highly-competitive market

With goals of growing brand visibility and increasing online sales, EVEREVE needed to engage one of the most in-demand target audiences: high-income women aged 35+ who are interested in fashion. For its search marketing efforts to break through, it was critical that the brand supplied helpful product information earlier in the journey that propelled consumers toward conversion.

The Solution

Infusing the consumer journey into the paid search strategy

By leveraging data-driven audience insights, it was clear that paid search and shopping were key opportunities to achieve EVEREVE’s objectives given their ability to expose consumers in the research phase to EVEREVE’s products. So, we reinvisioned EVEREVE’s paid search strategy so that it would work in lockstep with the target audiences’ consumer journey.

This audience-focused approach included:

Adjusting campaign structures to differentiate brand and nonbrand terms, connecting customers with the products they were searching for
Updating ad messaging to ensure brand copy was prioritized early in messaging
Testing of new creative types to align content with seasonal relevance and improve the customer experience
Leveraging Google’s Brand Broad Match beta to ensure consumers were shown EVEREVE content that matched their search criteria

The Results

Our renewed paid search approach drove impressive results:

108%

The new campaign structure resulted in paid search revenue increasing by 108%
17%

Return on ad spend increased by 17% due to more efficient campaign structuring
58%

Paid site traffic increased 58% due to differentiating brand and nonbrand terms
73%

Timely creative types aided in overall revenue growing 73%

Awards

The audience-first paid search approach wins big with two search marketing awards

Collective Measures and EVEREVE were named finalists for two industry awards for this impressive approach to search marketing: the US Search Awards and Search Engine Land Awards.

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