How to Grow E-commerce Sales with Ads and SEO Campaigns — All the Way to International Markets
The Refrigiwear Case Study
How do you guarantee long-term growing performance by leveraging advertising campaigns?
The client already had a structured e-commerce operation and an in-house marketing team for content creation (graphics, photo shoots, e-commerce and social media management).
What they needed was support managing Digital Advertising campaigns, specifically Google Ads and Facebook Ads.
Both platforms offer tools to reach a specific audience: demographic criteria, interests, behaviors and other variables to target ads at people more likely to be interested in a given company’s products.
In particular, Google Ads lets you appear in search results when people search for products or services related to what you offer.
Facebook Ads, on the other hand, lets you reach users based on their interests and social connections.
Our collaboration began in 2017.
Growing an e-commerce business takes time and strategy.
Structuring effective digital ad campaigns can boost sales in the short term, but how do you guarantee growing performance over the long term?
WEBSITE TRAFFIC GROWTH
GROWTH IN RANKED KEYWORDS
SALES GROWTH
Who Is Refrigiwear?
Official Italian distributor of the Refrigiwear brand, specialized in premium winter outerwear with special thermal insulation designed to withstand even the harshest temperatures.
The brand became widely known in Italy between the 1990s and early 2000s, building a solid reputation especially for the quality of its outerwear, the company’s core business since 1954.
The Solution We Found
We adopted an integrated strategy with a dual focus:
- online advertising campaigns on Google and Facebook for short-term conversions, following push logic.
- an SEO optimization plan to drive sales continuously, following pull logic.
“Push” and “pull” logic are two different strategic approaches used in marketing to generate sales and increase visibility for a company or e-commerce business.
“Push” logic focuses on actively promoting products or services through advertising campaigns and other forms of targeted communication. The goal is to drive customers toward an immediate action, such as buying a product or converting on a website.
“Pull” logic, on the other hand, focuses on attracting customers to a business through valuable content, search engine optimization (SEO) and other inbound marketing strategies.
The main goal is to build a positive brand image and provide useful, relevant information to the target audience, attracting potential customers and generating sales over the long term. “Pull” actions include optimizing website content, creating blog posts or informational articles, managing social media, and other activities that build organic visibility and consumer trust.
The integrated approach we adopted, combining online advertising campaigns (push logic) with an SEO optimization plan (pull logic), is an effective strategy for covering both sides of marketing and maximizing sales.
What does this mean in practice? Making sure that potential customers find Refrigiwear among the top organic results on Google, not just among paid content.
Results Achieved
The results had a major impact on the company, on revenue, website traffic and brand awareness.
SALES & REVENUE*
– +63% increase in revenue
– +15% Conversion Rate (the average in Italy is 0.99%; the global Fashion industry average is 1.78% — 2020 source: SEMRUSH)
WEBSITE TRAFFIC*
– +41% growth in e-commerce traffic
– +3,000,000 users visited the website, over 50% of them coming from Google Ads, Facebook Ads and SEO activities.
SEARCH ENGINE RANKINGS*
– +2,000 ranked keywords, over 300 of them on page one
– +176% increase in the number of ranked keywords over 4 years (+200% when counting only page-one keywords).
*Results achieved over 4 years of continuous activity.
Thanks to the outstanding results achieved after the first 3 years of collaboration, Refrigiwear Distribution was able to invest in its growth into international markets (England, Spain, Germany).
Over these years together, we also worked on team training, building an in-house team of digital professionals able to independently guide the company toward its next success.
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