Caliroots Our fast online growth
Fredrik Winberg56k digital - CEO
CalirootsStreetwearSneakers Premium
Challenges
• Online • Offline • Investors • Acquisition • Small team
Current marketing
Adwords= no profit
Data
Qlikview – Business Intelligence
ERP-data Google Analytics data
Target group data from Klarna
20% higher gm than avg. % customers per channel retention for new customers
Insights
Scripts, feeds & tracking
Google Analytics
Ecommerce Tracking Goals
Enhanced Ecommerce Event Tracking
Google Tag Manager
Feed Management
Event Tracking - Produkt
16%
11%
Event Tracking - Produkt
70%
Funnel – Conversion AnalysisStart, Category & Brand Pages
Visits Product Page
Opens Size Menu
Selects Size
Add to Cart
Goes to Cart
StartsCheckout
Paid Search – SEM
54%
Time to reach profit
0%
20%
40%
60%
80%
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Outside Nordics
Go broad Narrow down
Challenges with Adwords
Account structure News Stock availability Google Shopping
1. Include keywords 2. Exclude products 3. Split the campaign
Account structure
adidas stan smith
Search terms
Adidas Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!
Ads
buy stan smith
white stan smith
stan smith for women
stan smith us 8
+ 10.000 other searches
Account structure
adidas stan smith
Search terms
Adidas Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!
Ads
buy stan smith
white stan smith
stan smith for women
stan smith us 8
Buy Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!
White Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!
+ 10.000 other searches
Cross Device Tracking High CTR for Display Targeting
Impression Share
2%9% 87%
Conversion Device
4%61% 35%
TargetingGender: Male
Age: 25-44City: Stockholm
Interest: Star WarsMaritial Status: Married
Education: KTHWork: Spotify
Segmenting
Campaign
Men 23-34 Women 23-34
CompetitorsHip hop Look-a-like
M23-27
M28-31
M32-34
M23-27
M28-31
M32-34
M23-27
M28-31
M32-34
CompetitorsHip hop Look-a-like
W23-27
W28-31
W32-34
W23-27
W28-31
W32-34
W23-27
W28-31
W32-34
Custom Audience
Customer base Look-a-like
Segment the customer base – clone the best ones
Ad Formats: Carousel
Ad Formats: One image
23% högre konvertering
Ad Formats: Sponsored stories
Organic search – SEO
SneakersSneakers Online
Streetwear
Adidas Stan SmithNike Sneakers
Bomber JacketsCarhartt T-shirts
Reebok GL 6000 Mid SwedenNike Air Max 90 PS
Nike Lunar Force 1 14Nike Air Max Light 2
Autumn Jackets 2016Warm Winter WacketsSneaker trends 2016
Best Oxford Shirts
Start
Categories
Keywords
Products
Landing Pages
Inspiration
Add content & structure
› Nike› Nike Jackets› Nike Sneakers
› Nike Air Max› Nike Air Max 1› Nike Air Max 90› Nike Air Max 95
› Nike Air Force 1› Nike Air Jordan› Nike Huarache
› Nike Huarache Men› Nike Huarache Womens
Optimize page titles
Links are hard to get
Events
Collaborations
Lookbooks
Influencers