About Zenni Optical:
The company was founded in year 2002. Zenni is a market leader in manufacturing of prescription eyeglasses. The company uses latest materials, manufacturing and marketing system to cater directly to the clients. The website of the company is user -friendly, with features like ‘custom frame fit tool’, which helps the customers to place online orders easily.
Zenni Optical’s Business Objectives:
The company has been using Search Engine Marketing and Online Buying Campaigns to promote its products. But they were not getting the desired results in terms of volume and revenue numbers. They wanted to increase the revenue through campaign restructuring and integrated management approach.
Strategies / Approaches Adopted By Zenni Optical:
Zenni Optical hired Wpromote (PPC & Search Engine Optimization company) in order to work on the plan for improvement. Wpromote made the following changes to optimize the campaign:
- It added new keywords to the AdWords account and also restructured the existing ones.
- It categorized campaigns based on the device type.
- It did A/B testing of all Ad contents.
- It developed more engaging and more informative Display & Remarketing Ads.
- It improved relevance of Ads to landing pages.
- It did ongoing optimization of campaign to reach desired ROI.
- It convinced Zenni Optical to introduce new promotional schemes across the campaign.
- It developed a high performing Facebook advertising campaign.
Results Achieved By Zenni Optical:
The new campaign when launched delivered the following incredible results:
- Increased volume by 359%
- Increased ROI by 155%
- Savings of over $170000/month
- Decreased cost/sale in display by 46%
- Search engine marketing needs continuous optimization to improve the ROI.
- Freshness of the content and the offers is the key to attract the customers, so one needs closely work on new promotional activities to outperform the competitors.
- Display and Remarketing Ads should have an element of “Call for Action” .
- Above all an Integrated management is very important to ensure the success SEM.