Bella+Canvas
DAP helped Bella+Canvas achieve a 9.65X return on marketing spend across SEO, paid media, and email marketing.
increase in return on ad spend from paid media
192.7%
drop in the cost of acquisition through paid media
70.18%
increase in the share of organic traffic compared with competitors
43%
increase in sales generated from email channel for retail
212%
From the account manager to the owners, the entire DAP team is truly dedicated to the success of their clients. Digital Authority Partners has helped the client Bella+Canvas improve our email marketing, SEO, and paid social to levels we've never had.
Christal Westbrook
Director of Marketing @ Bella+Canvas
Project Summary
Bella+Canvas is a Los Angeles-based wholesale apparel provider. Bella+Canvas originally came to Digital Authority Partners for help growing their declining organic search traffic. Over time, Bella+Canvas requested more marketing help, including managing their email marketing, paid search, and paid social.
The Challenge
Decline in Organic Search Volume
Over the past three years, Bella+Canvas has experienced a consistent decline in its organic search volume. This downturn affects both branded search queries, associated directly with “Bella+Canvas”, as well as general organic search terms not directly tied to the brand name.
Low ROAS
The paid search & paid social channels suffered from a very low return on ad spend. This issue for wholesale and retail businesses required targeted strategies and tactics to improve the ROAS.
Lack of integrated marketing strategy for campaigns
No campaign-level marketing strategy & execution leading to disjointed marketing efforts.
How we helped Bella+Canvas
Digital Authority Partners created a digital marketing strategy to help Bella+Canvas meet its growth targets & campaign-level goals consisting of SEO, paid search, paid social, and email marketing.
Objective
Boost organic traffic from businesses seeking to buy Bella+Canvas apparel products in bulk.
Boost organic traffic from businesses seeking to buy Bella+Canvas apparel products in bulk.
Our Approach
- Target “buy-oriented” keywords, such as “wholesale hoodies”
- Develop high-conversion landing pages.
- Create supporting content articles and guest posts.
- Implement technical SEO enhancements.
Objective
Enhance email marketing performance to increase brand awareness.
Enhance email marketing performance to increase brand awareness.
Our Approach
- Perform an audit of current email marketing practices.
- Strategize and support design & content marketing teams.
- Focus on boosting deliverability, open rates, click-through rates, and conversions.
Objective
Defend against competitors targeting Bella+Canvas branded keywords and attract new wholesale customers.
Defend against competitors targeting Bella+Canvas branded keywords and attract new wholesale customers.
Our Approach
- Reduce costs by eliminating inefficient campaigns such as app installs, low-quality display network spots, and non-lucrative YouTube campaigns.
- Reallocate savings to bolster search campaigns.
Objective
Maximize return on ad spend & reduce the cost of acquisition.
Maximize return on ad spend & reduce the cost of acquisition.
Our Approach
- Strategize using Meta for top (acquisition), middle (remarketing), and bottom (retention) of the funnel.
- Allocate 30% of the budget to platforms like TikTok, Pinterest, and LinkedIn.
Bella+Canvas defined the priority product lines to grow in 2023 and beyond. Digital Authority conducted extensive research to determine the right keywords to focus on based on keyword difficulty and search volume. We then determined the keyword groupings to focus on including defining the landing pages, supporting content, and guest posts required to rank #1 on search results.
Bella+Canvas defined the priority product lines to grow in 2023 and beyond. Digital Authority conducted extensive research to determine the right keywords to focus on based on keyword difficulty and search volume. We then determined the keyword groupings to focus on including defining the landing pages, supporting content, and guest posts required to rank #1 on search results.
DAP recognized that the Bella+Canvas site had immediate technical SEO issues that needed to be resolved. We created a prioritized list of all website improvements, including for example, nonsecure pages, orphan pages, missing metadata, URL issues, and more. Bella+Canvas and the Digital Authority Partners team met regularly to discuss and resolve each open item.
Our SEO team is responsible for creating all 20+ pieces of supporting content each month. This includes creating the content strategy, outlines, writing, editing, ensuring SEO friendliness, and publishing.
We wrote guest posts & secured high-quality backlinks to priority Bella+Canvas articles, category/collection pages, and product pages. We published 300+ articles on relevant apparel and apparel wholesale sites.
Bella+Canvas achieved a 4.8X ROAS, reduced acquisition cost by 70.18%, and increased paid traffic by 4%, all while reducing paid media spend. This was done by eliminating wasteful pay-per-click spending by adapting our conservative & scalable paid media strategy and re-investing in highly profitable campaigns.
We started by reviewing the success of the existing strategies and campaigns to cut wasteful spending and move the spending into higher return on ad spend campaigns. We cut waste across YouTube ads, mobile app download campaigns, and ineffective display ads. We reinvested the money into highly effective Google ads. We maximized revenue with limited investment by investing in protective branded Bella+Canvas searches. We continued to increase the budget by investing in proven and profitable channels such as Microsoft Bing, Discovery Ads, Shopping Ads, and more.
We set the strategy for one-time campaigns and ongoing spending across Meta, TikTok, Pinterest, and LinkedIn. We achieved the highest return on marketing spend by investing most of the budget in the top-of-the-funnel acquisition, followed by middle-of-funnel remarketing, and the least spent on bottom-of-funnel retention.
Digital Authority Partners (DAP) managed Bella+Canvas's email campaign, achieving a 29.8% open rate (twice higher than the industry average!) and greatly enhancing email engagement and conversions.
We began by evaluating previous email campaigns to understand their strengths and weaknesses. After identifying what was effective and what needed improvement, we shifted our focus towards designing a strategy that consistently resonated with Bella+Canvas's varied audiences. This involved timely email deliveries and ensuring content relevance to maximize engagement.
DAP's priority was to develop impactful email content following best practices. We paid special attention to subject lines and preheader texts, refining them for maximum appeal. By integrating relevant and engaging visuals, we ensured that each message not only caught the eye but deeply resonated with the audience.
Taking a closer look at Bella+Canvas's list of subscribers, we made efforts to declutter it by removing inactive members. Recognizing the unique needs of different subscriber segments, we optimized the list for better-targeted email deliveries. For dormant subscribers, we introduced re-engagement strategies, aiming to reignite their interest in Bella+Canvas.
Worked with Bella+Canvas to create KPIs for the wholesale & retail websites & identify the highest value changes & features to improve conversion.
Conducted a full user experience and product management audit of both websites to determine areas of improvement. Reviewed each improvement based on its potential for improvement, importance, and ease. We recommended prioritizing those with a high potential for improvement & importance while being relatively easy to resolve. The issues were resolved in collaboration with the Digital Authority product & UX team and the Bella+Canvas development team.
What we achieved
9.65X
RETURN ON MARKETING SPEND
A significant return on investment, surpassing industry benchmarks.
4.8X
Return on Ad Spend
We achieved remarkable results by tripling the return on ad spend compared with past campaigns.
200%
Increase in organic keywords ranking
When looking at all keywords that do not include the word “Bella” (meaning truly organic keywords), Bellas is ranking for 2X as many keywords.
70.18%
reduction in cost per conversion
Saw a 70% reduction in the acquisition cost and an 878% increase in conversion rate.
Are you looking to get more traffic to your Ecommerce website?
Let's meet!
X