The Value of Pairing PPC and Paid Social
Oiselle is an e-commerce athletic clothing brand with a strong base of loyal customers who love their high-quality products. To stay competitive and grow their brand, they needed to increase first-time customers and expand their user base. Portent was able to help them across the finish line.
Paid Social StrategyPPC
E-commerce: Apparel
Oiselle specializes in selling premium fitness and running apparel to women all around the world. The brand was created by women athletes for women athletes, and their strong message and loyal customer base allows them to consistently perform well in branded search. However, the high quality of their products is reflected in their price point, which made converting new users via non-branded search challenging. In order to stay competitive in a space already saturated with big-time athletic brands with larger budgets, Oiselle needed to increase first-time customer traffic and grow their user base.
In February of 2018, Portent began a paid social strategy with a goal of introducing new potential customers to the Oiselle brand. This strategy targeted users in three ways:
- Upper funnel – New user acquisition via lookalike audiences and interest-based targeting
- Middle funnel – Retargeting website visitors and social engagers from the last 3 days
- Lower Funnel – Retargeting to cart abandoners
Customized ad content was created to speak appropriately to these users while in their different stages of the funnel. The goal was two-fold: to create multiple touchpoints to engage new users on Facebook and Instagram, ultimately driving them to convert from a social ad, and to introduce these new users to Oiselle to increase brand awareness and generate more branded searches.
Historically, Oiselle’s non-branded search traffic struggled to convert at a sustainable rate. However, once our paid social strategy was fully implemented, we saw a significant increase in year-over-year branded searches and conversion rate in addition to a positive return on ad spend from Facebook:
- 16% increase in branded search clicks
- 42% increase in branded search revenue
- 25% increase in SEM conversion rate
With additional touches earned from paid social, non-branded conversion rates nearly doubled, at 98% year-over-year. After the first 12 months of running this strategy, the result was a 47% increase in revenue from Facebook, Instagram, Google Ads, and Microsoft Advertising combined.
