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year-on-year increase in top 3 keyword rankings
increase in organic users within six months
return on ad spend for PPC ads
return on ad spend for social ads
PPC, SEO & Social Media
Fashion
Australia-wide
About ELK
Founded in Melbourne in 2004 by Marnie Goding and Adam Koniaras, ELK is a pioneer in Australian independent design. Championing a philosophy of conscious fashion, ELK positions itself as a movement rather than just a brand. With each authentic design, ELK tells a story of thoughtful craftsmanship and sustainable practices, setting a new standard for fashion with a conscience.
ELK's Challenges
When ELK approached us in May 2023, they sought to elevate their online presence by boosting overall website traffic year-over-year. Their ambition resonated with us, leading to a fruitful ongoing partnership. We’ve been strategising and executing plans to drive more eyes to their digital storefront.
However, their aspirations extended beyond mere traffic increase. ELK needed expert navigation through the intricacies of Google Ads — aiming to sidestep common mistakes and optimise their campaigns. They recognised the necessity of diversifying their advertising approach, moving past branded Google Ads and tapping into new avenues for growth. Additionally, they sought our guidance on harnessing the power of social media advertising to connect with their audience on a deeper level.
Key Challenges Identified:
- Stagnant website traffic YoY.
- Ineffective Google Ads strategy.
- Limited reach of Google Ads beyond branded campaigns to drive revenue growth and navigate the social media advertising landscape.
Our Approach
Recognizing ELK’s complex challenges, we crafted a strategy focused on SEO authority building, strategic ad management across PPC and paid social platforms. The gameplan was to maximise ROI from ad spend while simultaneously increasing organic traffic flow to their website.
Strategy & Execution
SEO Fundamentals
We targeted priority keywords to steadily increase organic traffic and visibility.
Authority Building
We identified and prioritised target categories with the strongest high impact opportunities to ensure maximum impact from our efforts.
Google Ads Diversification
We expanded their Google Ads strategy beyond branded ads to drive growth and optimize ROI.
Full-funnel Social Ads
We implemented a full-funnel social media advertising strategy, expanding their top-of-funnel (TOF) audience reach using AI-driven targeting. This allowed ELK to connect with potential customers at various stages of their buying journey.
Content optimisation
We developed high-quality content for key collection pages to enhance search visibility, as well as effectively communicate ELK’s ethos to visitors.
Outcomes
Organic Results (6 Months):
- Increased organic users by 991% (from 1.8K to 20.5K)
- Increased organic sessions by 1,606% (from 2.5K to 43K)
- Increased organic conversion rate by 18% (from 6.64% to 7.83%)
- Increased top 3 keywords by 55% (from 395 to 612)
- Increased first-page visibility by 56% (from 1,177 to 1,837)
Priority Keywords into the Top Positions:
- ‘Womens knitwear Australia’ – from p46 to p6 (SV: 720)
- ‘Leather handbags Australia’ – from p16 to p7 (SV: 3.6K)
- ‘Womens vegan bags’ – from p11 to p4 (SV: 110)
- ‘Knitwear womens Australia’ – from p100 to p9 (SV: 40)
Paid Search Results (6 Months):
- Achieved a return of ad spend (ROAS) of 45.15/1
- Increased paid clicks by 30% (from 40.5K to 52.6K)
- Increased paid conversion rate by 78% (from 2.62% to 4.67%)
Social Results (6 Months):
- Achieved a return of ad spend of 28.15/1
- Increased clicks by 105% (from 45.9K to 94.3K)
- Increased purchases by 160% (from 769 to 2K)
