More Conversions, Less Spend: Kicks Shoelaces’ Paid Turnaround
Kicks Shoelaces is a one-stop shop for laces, built on the belief that high-quality shoelaces are the unsung heroes of footwear. Founded in Australia and serving customers in the USA, they partnered with OMG on an multi-channel campaign from May to July 2024.
807%
Increase in Paid Ads Conversions
114%
Increase in Paid Search Traffic (from 6K to 12.9K)
21%
Increase in Total Revenue (Organic + Paid)
Challenges
- Needing to increase monthly website traffic, conversion rate, and revenue simultaneously.
- Competing for large volume branded footwear lace terms with limited domain authority.
- Sustaining competitive SERP results across both organic and paid.
Our Approach
- Maintain and build up competitive SERP results through monthly link building and continual Google health checks.
The goal? To rank highly for large volume keywords to increase the amount of qualified leads and organic ROI.
Strategy & Execution
- Optimized SEO content, to improve overall website functionality and organic positioning.
- Built links to increase referring domains and domain rating.
- Increase top 1-20 keywords from 4,252 to 4,655.
- Paid ads optimization, restructuring spend to lift conversions while driving cost per conversion down.
Key Results
3 months overall visibility (PoP):
- Paid Traffic, Sessions: +114% Increase (from 6K to 12.9K)
- Paid Traffic, Users: +122% Increase (from 4.8K to 10.7K)
Paid ads wins within 3 months:
- Conversions: +807% Increase
- Cost Per Conversion: -67% Decrease
Notable keyword rankings after 3 months:
- “Doc marten laces” achieved position 10 (from position 23)
- “Converse shoelaces” achieved position 7 (from position 13)
- “Airforce Ones” achieved position 7 (from no ranking)
Authority results within 3 months:
- Increased Domain Rating from 15 to 16
- Increased Referring Domains from 1,258 to 1,760
Overall organic visibility within 3 months:
- Non-Branded Organic Traffic: 4% Increase in Clicks (from 11.5K to 12K)
- Non-Branded Organic Traffic: 8% Increase in Impressions (from 1.2M to 1.29M)
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