Case Study
Dr. Martens' Paid Search Advantage
Dr. Martens
An iconic global footwear brand, Dr. Martens faced increasing competition from retailers like Amazon and Zappos and sought to reclaim traffic and conversions through direct-to-consumer paid search efforts.
Industry: Retail / Footwear
Location: Global
Project Scope: Paid search campaign management, bid strategy, conversion optimization
Solution Provided: Deksia executed a granular, brand-focused paid search strategy to drive traffic directly to the Dr. Martens website—reducing costs, outpacing resellers, and significantly increasing direct transactions.
The Challenge
The Solution
Targeted Bid Strategy: Deksia took over paid search operations and shifted from an automated cost-per-action (CPA) model to a manual bidding approach—gradually decreasing bids on top-performing branded terms to improve cost efficiency.
Competitive Positioning: The team focused on intercepting searches that were otherwise going to retailers like Zappos, strategically reclaiming visibility and encouraging users to buy directly from the brand.
Performance-Driven Scaling: Deksia increased spending only modestly while reworking campaign architecture for maximum return on investment—achieving more traffic and conversions without significant budget increases.
The Results
Dr. Martens saw a transformative return on their paid media investment:
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46% reduction in cost-per-click (CPC)
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130% increase in transactions
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259% surge in website traffic
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92% increase in ad spend, yet drastically improved ROI
This data-driven approach not only boosted online sales but also helped Dr. Martens regain market share from resellers and solidify its position as a leader in direct-to-consumer ecommerc.
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