Paul Labrecque Salon is an eCommerce business that shows how organic search combined with paid search marketing yields consistent results.
What does successful eCommerce search marketing campaign data look like?
2017 vs. 2018 showed:
- 40.06% increase in website clicks
- 65.53% increase in conversions
- 19.26% increase in conversion rate
- 29.74% decrease in cost per conversion
As they built up their organic presence and created more trust in their brand, this allowed them to invest more in Google Shopping ads, increasing their paid search sales.
At the same time, as they get more exposure through paid search, their organic sales increase. The organic channel in the above period comparison increased 123.3%, which was the biggest jump of any channel. This surge came mainly as customers became more aware of their primary product lines, with searches increasing dramatically on product names.
This case study is a reminder of how marketing is not a sprint. Slow and steady wins the race.