Case Study
Dormify’s Paid Search Performance Transformation
Dormify
Dormify, an e-commerce brand based in New York specializing in fashionable décor and home furnishings for dorm rooms and apartments, sought to optimize its paid search strategy to better connect with its core audience of students and young professionals.
Industry: E-commerce – Home Décor
Location: United States
Project Scope: Paid search strategy, AdWords account optimization, keyword targeting, Product Listing Ads, bid strategy refinement.
Solution Provided: A comprehensive paid search overhaul that included auditing and restructuring Dormify’s AdWords account, refining keyword targeting and messaging, optimizing Product Listing Ads, and enhancing bid strategies. Frequent monitoring and adjustments were implemented to maximize Return On Ad Spend (ROAS) and conversion rates, all while maintaining the brand’s marketing identity.
The Challenge
The Solution
- AdWords Optimization: Conducted a thorough audit and restructured campaigns for improved efficiency and targeting.
- Keyword & Messaging Refinement: Enhanced keyword lists and ad copy to better match user intent and resonate with Dormify’s audience.
- Product Listing Ads: Optimized PLA setup to better showcase products in relevant search results.
- Bid Strategy Improvements: Implemented targeted bidding approaches to maximize ROI.
- Performance Monitoring: Maintained frequent oversight and adjustments to improve ROAS and conversion rates over time.
The Results
Dormify’s revamped paid search strategy delivered measurable performance gains:
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ROAS increased by 678% month over month despite a 6% decrease in conversions.
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Revenue rose by 143% over the same period.
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Paid search became one of Dormify’s most profitable marketing channels in terms of ROAS and ROI, even with a modest budget.
This success demonstrated that strategic PPC optimization can dramatically boost revenue, even for businesses with seasonal sales cycles.
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