Midsummer Agency

Performance advertising powered by the sun

Target market: All

Posted on by micky

FEED-DRIVEN CAMPAIGN CASE STUDY

How we optimized product feed and created a dynamic Search campaign using Feed-Driven Text Ads to maximize traffic and increase conversions.

ABOUT THE CLIENT

Fitprime, an Italian-based startup that runs an online gym membership marketplace for sports centers, offers a complex product catalog of 2,000+ products in over 100 locations.

CHALLENGE

The client was starting out with a new Google Ads account, so there was little historical data to refer to when setting up campaigns. As a gym membership marketplace, this client wasn’t selling physical items. This means selling on Google Shopping wasn’t possible since the platform doesn’t allow businesses to advertise services. The main objective was to create a scalable and granular account structure.

SOLUTION

We decided to use the DataFeedWatch Feed-Driven Text Ads solution to optimize the client’s feeds and create hyper-granular Search campaigns. Feed-Driven Text Ads allowed us to automatically create thousands of keywords and dynamic Google Search ads based on the client’s product feed.

RESULTS

With the new structure, the campaigns grew by 25% in traffic with 32% higher session duration. Single Product Ad Group structured campaigns allowed for location and product-level reporting. We were able to maximize traffic to the client’s site and increase conversions for the top-performing products and locations. We also scaled our client’s online campaigns while using all products and locations during the busy season.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting.
WEB ANALYTICS: Google Analytics account and view setup, GTM implementation, Google Data Studio dashboard.

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HAIRCARE ECOMMERCE CASE STUDY

How we leveraged Google Shopping structure to double the impression share of a haircare eCommerce.

ABOUT THE CLIENT

The client is a US-based haircare eCommerce brand using Shopify. Their core product is a patented technology specifically created to restore damaged hair.

CHALLENGE

The client wanted to maximize their impression share on Google Shopping results to consolidate brand awareness while improving conversions and revenue simultaneously.

SOLUTION

We replaced the standard shopping campaign with a more advanced structure made of different shopping campaigns based on users’ queries. This adjustment allowed us to maximize results and segment traffic according to each step of the customer journey. Then we optimized product titles to match high-performing search queries and adjusted the bids and budgets to guarantee the highest ROAS possible.

RESULTS

Compared to the previous period, Search impression share grew by 115%, while impressions increased by 153%. Clicks and conversions were, respectively, 12% and 7% higher while hitting the target ROAS.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Display, Discovery, Retargeting

The Midsummer Agency team always amazed me with its business insight and unique approaches to solving problems. They showed a high level of proactivity, creativity, technical skills, and were valuable contributors to our project.

Josh – CEO

MORE CASE STUDIES

fashion-ecommerce-case-study

100% increase in conversion rate for a lifestyle fashion eCommerce.

google-smart-shopping-case-study

230% increase in revenue for a fashion eCommerce.

WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

FASHION ECOMMERCE CRO CASE STUDY

How we leveraged user behavior and customer feedback to double the website conversion rate.

ABOUT THE CLIENT

SEASE is an Italian outdoor fashion brand offering a contemporary wardrobe for passion-driven lifestyles.

CHALLENGE

Increase the eCommerce conversion rate on luxury price tag products and improve the add-to-cart rate.

SOLUTION

We set up the traffic monitoring infrastructure – heatmaps, session recordings, and surveys – to identify patterns among users leaving the checkout page without making a purchase and those visiting the product page without adding products to the shopping cart.

We discovered two types of barriers:

  1. Product perceived value, which was directly related to a low add-to-cart rate
  2. UX gaps that were mostly connected with the checkout process

Knowing this allowed us to support the client’s teams with website optimization solutions, intervene on both aspects, and accurately measure before/after results.

RESULTS

We doubled the overall website conversion rate just one month after implementing our suggested optimization techniques. A similar uptrend continued during the following months, hitting an overall +288% conversion rate after seven months.
Thanks to session recordings analysis, we also resolved an ongoing issue that hindered users from completing orders for weeks without the client or dev even noticing it.

SERVICES

CONVERSION RATE OPTIMIZATION: Heatmaps, Session Recordings, Surveys, Net Promoter Score

PPC MANAGEMENT: Paid Social, Google Shopping, Product Feed Management, Search, Display, Retargeting

With Midsummer Agency’s help, we hit the highest e-commerce revenue in the last quarter. The team was a pleasure to work with. Their communicative and strategic nature allowed us to integrate seamlessly within our in-house team. Their experience in the fashion industry was outstanding.

sease logo
Lorenzo S. – eCommerce Manager

Read the full review on Clutch

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WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
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GOOGLE PERFORMANCE MAX CASE STUDY

How we increased overall business performance with Performance Max campaigns through advanced brand segmentation and feed management.

ABOUT THE CLIENT

The client is a fashion eCommerce retailer on Shopify, selling to the US and Canada. With a complex product catalog of 17.000 different items grouped in 10 categories, 80% of the total revenue comes from printed t-shirts. New collections are online every two weeks.

CHALLENGE

The client’s product feed was frequently updated. New t-shirts were printed depending on customers’ demand, so there was no inventory. This meant no best-selling products and no promo on remaining stock, making it difficult to run campaigns on specific products.

SOLUTION

We launched brand-dedicated performance campaigns (pMAX) in order to personalize the asset groups with dedicated images and ad copies, each linked to each brand of the client’s portfolio.

We expanded the reach across multiple channels, including youtube, shopping, display, and search. This way, we could easily manage prospecting and remarketing strategy based on seasonality.

Thanks to the PMax campaigns, the account structure has been simplified to focus more on strategy and optimization, thus pursuing a higher efficiency level.

In the second phase, we used external tools (Optmyzr, Google Analytics, Google TrendS) to find what made t-shirts successful. It was not only the brand but also the size. 70% of the revenue was coming from 20% of the sizes.

With the help of the feed management tool Data Feed Watch, we grouped t-shirts based on size and excluded poor-performing t-shirts from the campaigns. We could maximize budget and returns on the most profitable categories and best-selling sizes. Also, newly added products would automatically land in the optimized campaign.

RESULTS

Overall, we achieved a higher conversion rate of 30% thanks to higher-quality traffic. This which resulted in an increase in revenue by 7%, also thanks to the average order value improved by +73% compared to the previous period.

SERVICES

PPC MANAGEMENT: Performance Max, Google Shopping, Product Feed Management, Microsoft Ads

We are quite impressed with Midsummer Team’s catalog and performance analysis. We loved the idea of a different approach, and these sizes were definitely the most important and purchased, thus a good indicator of potential sell-through.

Michael – Owner

MORE CASE STUDIES

fashion-ecommerce-case-study

100% increase in conversion rate for a lifestyle fashion eCommerce.

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WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

B2B LEAD GENERATION CASE STUDY

How we leveraged LinkedIn Ads, Google Ads, and Hubspot CRM to generate 145% more leads at lower CPA, and measure customer lifetime value

ABOUT THE CLIENT

Sculpteo, a brand of BASF, is an online 3D printing service offering new manufacturing and scaling opportunities for its customers globally.

CHALLENGE

The client offers new manufacturing possibilities for demanding industries, such as automotive, by providing free physical sample kits. The primary goal was to reach the decision-makers of select industries on LinkedIn, targeting top European countries. The biggest obstacle was high cost-per-click (CPC), low conversion rates (CVR), and a sales cycle that could take multiple interactions and a couple of months from signup to purchase.

The secondary goal was to understand PPC campaigns’ impact on the business, from an attribution and data analytics standpoint, given the length and complexity of the sales cycle.

SOLUTION

For the primary goal, we initially tested an ad suitable to target multiple industries without emphasizing the main offer. Later, we created granular industry-focused campaigns using the free sample kit as the main offer. Landing Pages were also carefully crafted based on our suggestions.

For the secondary goal, we initially relied on Google Analytics, but considering the complex user journey and its conversion attribution model limits, we were missing out on a significant number of conversions, especially repeated purchases. Later we started using Hubspot CRM, which allowed us to track users’ journeys on the website, better attribute conversions, and understand new customers’ value and overall PPC campaigns’ impact on the business growth.

RESULTS

We increased lead volumes by 145%, with CPA decreased by 72%. The combination of new industry-dedicated audience targeting custom industry-related ad messaging, a strong Call to Action, and optimized landing pages brought great results in the very first week.

At the same time, the Hubspot integration allowed us to make more data-driven decisions on the campaigns. We also created a custom real-time interactive dashboard, to visualize every order generated by customers coming from Google Ads campaigns, their revenue, and lifetime value (LTV).

SERVICES

PPC MANAGEMENT: LinkedIn Ads, Google Ads, Microsoft Ads
WEB ANALYTICS: Hubspot integration support

Thanks to the ongoing efforts of Midsummer Agency, we have differentiated ourselves from other competitors and brought in new leads from LinkedIn for our sales division. The team’s workflow has also been very efficient, ensuring all project timelines are followed.

sculpteo logo
Carmel – Sculpteo Head of Marketing

Read the full review on Clutch

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Posted on by micky

EDUCATION & RECRUITING CASE STUDY

How we leveraged the Google Search Partner and Display Network to increase lead volumes and cut CPA

ABOUT THE CLIENT

Linguedo is a German startup that solves inequalities in the European job market through language and education.

CHALLENGE

The main goal was to attract Italian and Spanish nurses willing to relocate and work in renowned German hospitals. The client struggled to bring conversions at target CPA due to the very high competition and an overall low conversion rate.

SOLUTION

Using our proven methodology, we first worked at the account structure, which showed many inefficient areas. Then, we leveraged the search partner network with a unique approach (we wrote more about it here). Finally, with Display Advertising targeting specific job listing websites and pre-qualifying display ads, we reached an even better performance than search in terms of CPA.

RESULTS

We came very close to the same number of conversions as per Google Search on the Search Partner network, with 68% lower CPA. Overall, we managed to increase lead volumes by 30% with 36% lower CPA.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting

Midsummer Agency lowered the cost per action and increased the Wordstream score. Meeting the business’s goals, their workflow was very effective and they notified us when tasks didn’t fall into their immediate responsibility.

linguedo logo
Matthias G. – CEO

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SaaS CASE STUDY

How we increased B2B lead quantity and lead quality and opened a new B2C market.

ABOUT THE CLIENT

Trusted Employees offers a B2B software-as-a-service solution that allows US companies to safely hire employees on a large scale. The software performs a background check on candidates to verify identity, employer history, credit, and criminal records.

CHALLENGE

Search engine competition for this industry is fierce, and the customer journey requires multiple touchpoints. The client hired us to make the most out of their marketing investments from a customer acquisition and lead quality standpoints.

SOLUTION

We took care of the Google and Microsoft advertising accounts expansion. We identified thousands of new keywords and target audiences with a “test and learn” approach by integrating the Salesforce CRM on Analytics and sales team insights.

RESULTS

Weekly leads increased from 1.000 to over 1.600 in less than a year, with cost per acquisition decreased by 15%. Thanks to an integrated analysis of users’ queries on Google Ads and lead quality signals, we opened an untapped market, promoting the design and implementation of a new B2C product for candidates.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting, Microsoft Ads
WEB ANALYTICS: Salesforce integration support

Midsummer’s team has done an amazing job with our campaigns and helped ramp up our lead generation exponentially. Attention to detail and continual optimization has yielded impressive results. They become a key trusted adviser and always provide unique insights.

trusted employees
Robert – VP Digital Marketing

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58% boost in boat bookings for a global travel marketplace.

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WE CAN’T WAIT TO SHARE YOUR RESULTS

LET’S TALK ABOUT YOUR PROJECT
Posted on by micky

TRAVEL & TOURISM CASE STUDY

How we boost boat and berth bookings for a travel marketplace

ABOUT THE CLIENT

Marinanow is a travel marketplace where users can book online more than 10.000 boats and berths in 1.300 destinations in the Mediterranean Sea.

CHALLENGE

The main goal for Marinanow was to expand sales globally. They hired us to support business growth, increase international brand visibility, and drive more bookings on strategic locations.

SOLUTION

We deployed a hyper-granular set of campaigns to promote each of the 300 destinations globally, in 4 languages. We created targeted ads triggered by more than 8.000 keywords. To monitor and analyze performance efficiently, we designed and implemented a custom Google Analytics tracking solution via Google Tag Manager and a custom Google Data Studio performance dashboard.

RESULTS

During the peak season, the brand grew by 57% in overall US traffic compared to the previous year, which resulted in +58% online bookings from strategic locations.

SERVICES

PPC MANAGEMENT: Search, Display, Retargeting.
WEB ANALYTICS: Business analytics strategy, Measurement plan, GTM implementation, Google Data Studio dashboard.

We are delighted with the results. Again, this year, Midsummer has been a great help for us. The team supported us in reaching our business goals, going far beyond expectations.

marinanow logo
Paolo Codina - Marinanow Co-Founder
Paolo – Co-Founder

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BLACK FRIDAY CASE STUDY

How we faced the Black Friday madness for a saltwater aquarium eCommerce

ABOUT THE CLIENT

The client is one of the top US eCommerce companies in the marine aquarium industry, with a complex catalog of over 100 brands, 4.000 SKUs, and more than 14 product categories.

CHALLENGE

Maximize sales through PPC advertising campaigns during Black Friday: an 11-day marathon with massive price reductions, special offers, freebies, and doorbuster promotions.

SOLUTION

After analyzing the previous year’s performance to predict the peak of sales, we implemented a multi-channel strategy on Google and Microsoft Ads that included tens of thousands of ads published at specific times and days. We designed an automated system to manage and switch promotions on and off.

RESULTS

Revenue on Black Friday increased by 102% YoY, and ROAS improved by 50%. The brand’s search volumes also increased, surpassing for the first time their main competitor.

SERVICES

PPC MANAGEMENT: Search, Shopping, Display, YouTube, Retargeting, Microsoft Ads, Product Feed Management

We are quite happy with Midsummer Team’s work on launching and maximizing results during Black Friday. I was impressed by their work ethic, energy, and strategic thinking, all with a smile. We have had stable growth since our collaboration started. Great job.

Ryan – Owner

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