Challenges

To successfully reach their goals—increase online sales and maximize search engine exposure—National Jean Company had to overcome a number of challenges. When SearchAdNetwork first began to develop the PPC and SEO campaigns for National Jean Company, the website was still quite young and had yet to establish its place among the well-known designer apparel e-commerce sites, a competitive and oftentimes pricey vertical. Secondly, the youthful website had a few structural bugs to work out yet, such as ease of navigation, fluid scrolling through brand names and products, keyword associations for each page and more. Some of these issues were more straightforward and simpler to address than others; however, each one affected the user experience and, ultimately, the conversion rates.

And lastly—the most complicated challenge—the company stocks over 100 brands of clothing and several different products created by those brands. For National Jean Company’s internal marketing department, bidding on keywords associated with each and every brand name was both an overwhelming and potentially budget-depleting venture. Additionally, ranking organically on each brand term would require a great deal of time and effort, in-house resources they were loath to expend.