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Bella Dahl

Challenge

Brief

Bella Dahl is a California based company that designs women’s clothing. The company has a strong ally in the shape of Neiman Marcus, which allows them nationwide presence.

The company didn’t see the revenue generation and conversions proportional to its digital ad spending. Despite focusing on multiple platforms i.e., Facebook, Bing, and Google Ads, and investing generously to drive more organic traffic and achieve a higher conversion rate, Bella Dahl didn’t see the expected results.

When they came to Savage Global Marketing (SGM) to find an adequate solution, we started by focusing on their existing marketing strategies. We found the following flaws/challenges:

  • Abysmal Paid Marketing Performance (All three platforms): The most significant contributor to online traffic (Facebook Ads) had a 0.5% conversion rate.
  • Low Website Traffic and High Bounce Rate: Very little traffic was flowing in (even less was converting), and the majority bounced off after landing on the first page.
  • Poor Landing Page Design: It was a major reason for a high bounce rate.

They were all very quantifiable challenges. But seeing as Bella Dahl had already invested substantial funds without seeing any results, one of the first things we decided to focus on ways to reduce the cost and enhance the result of investments.

Solution

Solution

The cost-cutting initiatives started with:

  • Barring all non-performing channels and websites and redirecting investments towards Google and Bing Ads.
  • We decommissioned all campaigns that didn’t boost online visibility or improved conversion rate, including those on Facebook that offered minimal conversion rate compared to the cost of investment.
  • We set benchmarks for Google Ads and Bing Ads for cost per conversion. That helped us track our performance efficiently, and we could dispense with tactics and strategies that couldn’t provide potent results.

These initiatives ensured that all of Bella Dahl’s investment was being funneled into something useful and productive and that the funds weren’t deployed simply to carry dead weight.

But simply redirecting the budget wasn’t enough. We had to make sure that the subsequent campaigns were more effective, and that they targeted the right audience (Based on correct buyer personas). We also looked at the company’s most successful shopping campaign, which was carrying a lot of weight. So we distributed it into more comprehensive and effective pieces and focused on insights.

Improving user experience on mobile devices was another part of our strategy. We lowered the cost of conversion by simultaneously testing user experience on different mobiles and tablets and adjusting our bids.

Results

Savage

Results

Bella Dahl

  • Barring all non-performing channels and websites and redirecting investments towards Google and Bing Ads.
  • We decommissioned all campaigns that didn’t boost online visibility or improved conversion rate, including those on Facebook that offered minimal conversion rate compared to the cost of investment.
  • We set benchmarks for Google Ads and Bing Ads for cost per conversion. That helped us track our performance efficiently, and we could dispense with tactics and strategies that couldn’t provide potent results.
0 %

ROAS

0 %

Decrease in CPC

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