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.
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. Over 1000 category campaigns proved ineffective.
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.
After trying various services, ZOOT turned to Dotidot. The first thing that struck ZOOT about Dotidot 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 Dotidot 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.
After a few months of using Dotidot, the data was in. By adding Dotidot to its marketing repertoire, ZOOT was able to grow its AdWords investment by 100% and increase its ROI at the same time.
In search, ZOOT covered many more keywords, grew its web traffic and audience, and brought a number of sales to completion through remarketing. Through a multitude of channels, ZOOT was now able to reach many more people than ever before.
Given in relative values
With this newfound success, ZOOT can safely go and expand.
Currently, not all product categories are covered: campaigns are running only for men's and women's apparel. In the future, ZOOT plans to include “children,” “sales,” and “living and design.” It also wants to improve its campaigns at a local level, to make sure every country is fully accounted for.
We look forward to helping ZOOT reach the whole world, one campaign at a time.
