Giambattista Valli
Overview
Process
Quick wins first
As often happens, many good practices were missing regarding ads management. In particular, a large part of the budget was dedicated to driving trafic to the website regardless of the quality of that traffic.
So we started by allocating virtually all the budget on Meta and Google conversion campaigns. As a result we drove a bit less traffic to the website, but revenue instantly went up.
Long-term actions
First, we designed a precise iteration plan to run A/B tests on every parameter that make up Google and Meta ads: targeting, format, message, creative, landing page, etc. This plan allows us to continuously optimize performance while we run ads.
Second, we focused on improving SEO to drive more organic traffic to the website. Our scope covers every aspect of SEO: semantic SEO, content SEO, technical SEO.
Third, we directed an e-commerce shooting for the Beach Collection 22-23. We brought technical and marketing insights to produce pictures perfectly suited to e-commerce.
Fourth, we gave creative guidelines for the new website to enhance the user experience, boost the conversion rate and strengthen brand image.
Results
