1. CASE STUDY www.GabyDumit.com Industry: Retail / E-Commerce
Service / Product: Outdoor Furniture/Patio Furniture
Goal: To increase sales in-store and online while, increasing Traffic, CTR, and reducing CPCs

2. THE CHALLENGE www.GabyDumit.com
Fortunoff Backyard Store has over have 27 locations in New York, New Jersey, Connecticut, Delaware and Florida. They have been around since 2010 with their main ROI resulting from brick & mortar stores. While their brand is established and well known, over the last 7 years they’ve faced increased competition from online retailers such as Wayfair, Amazon, Hayneedle and The Home Depot.
To tackle the YoY sales decline I built a campaign that would directly compete with the online retailers reclaiming impression share for searches in the markets where Fortunoff could easily out win their competition while maintaining a cost-effective approach to scale with sales.

3. STRATEGY www.GabyDumit.com
Switch to a mobile optimized website to reduce bounce rates from mobile devices while improving mobile experience and sales.
Created campaigns around high volume keywords while targeting areas near Fortunoff locations and applying bid modifiers to maximize performance in those areas consecutively increasing CTR.
Created brand campaign to ensure that Fortunoff remained top of rank while pushing competitors down that where conquesting the brand while helping reduce CPCs.
Eliminated keywords that did not result or assist in the conversion funnel, while revamping negative keywords to prevent matching to irrelevant searches.
Created customer match and RLSA campaigns to maximize online sales and capture missed opportunities.
Launched an optimized Google feed to improve Google shopping performance while expanding product categories to increase visibility on Shopping.
Created promotions while including in-stock availability to encourage foot traffic.
Created a mobile only campaign with geo-modified CTAs and localized extensions to encourage foot traffic to stores.

4. +232% in clicks over 12 months +732% -5%
RESULTS
+232% in clicks over 12 months
+732%
in CTR over 12 months
-5%
in Avg CPC over 12 months
*While budget cannot be disclosed there was an increase of 40% in budget YoY

5. MARKETING METHODS www.GabyDumit.com Search Advertising Search Engine
Optimization