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ZOOT increased its keyword coverageZOOT increased its keyword coveragearrow

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By automating category campaigns, ZOOT tripled its audience and increased its ROI.

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Views
229% higher
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Click-throughs
199% higher
conversions
Conversions
155% higher

ZOOT’s roots

At the start of 2017, everything was going well for ZOOT—a retailer specializing in apparel and shoes. It was rated as one of the fastest-growing businesses in Europe in 2016 and won 2nd place at the Global E-commerce Awards 2017. ZOOT had a winning strategy: Customers could try products before paying for them and it was operating brick-and-mortar stores in addition to its thriving online store.

With 300 brands and 300 000 products, ZOOT was going full force ahead and expanding rapidly. It held a marketing audit to make sure it could keep up its pace.

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Audit uncovers weaknesses

ZOOT's audit found a low coverage of keywords for category searches—only a few products were covered. ZOOT was using category campaigns rather than product campaigns, as nobody searches for clothes by product name.

ZOOT knew it had to set up as many relevant keywords as possible in order to reach more people. It needed to add more specific categories, like “blue dress” or “white sneakers,“ to its repertoire.

ZOOT decided to automate.

PPC Bee to the rescue

After trying various services, ZOOT turned to PPC Bee.

The first thing that struck ZOOT about PPC Bee was just how powerful the tool was. It could now create incredibly relevant campaigns without having to labor over each and every keyword and ad text. The custom variable feature stood out, allowing ZOOT to highlight up-to-date info that interests customers in both keywords and text ads—e.g. discounts and stock status. With more informed and better targeted visitors, conversions skyrocketed.

ZOOT was also excited to see the background tasks PPC Bee could do—changing capitalization to get ads passed, automatically asking for trademark exceptions, etc. ZOOT was able to avoid problems that it dealt with in the past.