Small Angle Shoe

Who's Little Angle Shoe?

Little Angle Shoe is a shoe shop that opened its first shop in 1984 and was early out (actually first) with online shop for shoes already in 1999. Small Angle Shoes are an autonomous alternative to the big shoe chains and in the case of shoe face, Small Angle Shoes are literally completely out front in the shoe. As an actor, they spend a lot of time and pride offering their customers a good selection of shoes from known brands as well as exciting news.

The desired outcome of cooperation

Then Little Angle Shoes contacted INEVO they, like many others, stood above a switch in digital advertising how much of the precedent for past success was changed. As an online actor, they had historically been the strongest at advertising in Meta and now faced challenges related to changes in legislation and tracking capabilities. They were clear that they needed to differentiate and strengthen their digital rigging and were therefore looking for a partner to help them scale and optimize their Google Ads account.

Success factors and strategy for growth

Dialogue and Intent

In INEVO we are specialists at Google Ads, but as important as our technical competence is the understanding of the market that the customer operates in and their unique target group. To get a picture of where the potential for improvement lies before we take action, we therefore conducted analyses of previous data, competitors and, not least, keywords.

We also got a lot of useful insight to sit with Little Angle Shoe to work monthly. In this way we really got an impression of “where the shoe presses”. Everything from planning updates to the more random updates we got from listening to the challenges they met at customer service, in storage and in the physical store.

Similarly, we also experienced that the flow of information went the other way. We who worked with advertising saw trends among the target groups that were useful for the customer to take with them when they were preparing for the season. This was, for example, that, based on keyword insight and trend analysis, we discovered that the demand for seasonal shoes is generally starting later and that the previous season extends beyond the first assumed. With this insight, Little Angle Shoe could make necessary adjustments with regard to the focus in store and warehouse.

Data Quality

To scale Google Ads as a traffic driver and revenue-making channel for the customer, improvement in data quality was essential. To really benefit from the opportunities that lie in Google's automated campaigns and bidding strategies, it is about ensuring both the volume and the quality of the data collected. We therefore ensured that the conversion tracking would be improved and that the number of data points that the system could take into account to understand the customer journey.

Structure

A good structure is alpha and omega to scale an account. When we took over the account to Little Angle Shoe, we built on the foundation that already existed, but took more account of two significant factors in shoe purchase:

• A great deal of search is being carried out both very generic and very snow-host (by brand, model and colour) during a typical purchase journey
• Search trends are very dynamic due to season and fashion image

We therefore built a structure that focused mainly on:

• Dynamic search ads connected against shopping feed and stock status rules.
• RSAs with keyword entries and custom final URLs for the various search terms.
• More performance maximum campaigns optimized by seasonal variations and categories.

Asset and feed optimisation

Much of the shoe trade is, at one or more times, highly visually operated. This made the shopping network an important focus for Little Angle Shoes.

Therefore, we also worked a lot to improve the quality of the data available to Google through the shopping feed. By restructuring and enriching the shopping food with multiple attributes, useful product information and important keywords, we saw a great increase in visibility and clicks from shopping campaigns.

Sizes and availability are a very important influence on the conversion rate of the different shoe models from shopping. We took this into account by setting up rules that temporarily excluded or downprioritized shoe models that had several popular sizes marked as sold out.

Furthermore, it was important for us to continuously improve and test the assets as pictures and videos used in the Little Angle Shoes campaigns. We have therefore tried a lot to find the assets of the customer triggered by testing (and error).

Results

After the initial improvements related to data quality, assets, feed and structure we opened up to offer by keywords and products Little Angle Shoes had never been visible before. With an investment increase of 224% in the channel, we saw a 222% increase in views and a 564% increase in income from non-fire campaigns.

After two years we will continue to see good results from the cooperation. Google Ads continues to grow as a channel with 40% income growth this year.

Conclusion

An important reason that Little Angle Shoes has succeeded in scaling their presence on Google has been their modesty to share unique insight and competence in our own industry. Transparency, communication and common savings have been important to enable a adapted approach to be put in place. Transparency for testing and joint sparring has also been important factors in continuing to build on the structure we initially built in cooperation.

We look forward to continuing the good cooperation!