Search Marketing Acquisition Strategy

• Google AdWords Shopping Conversion Campaign: To run a Shopping ads campaign on Google with a maximum budget set for the paid campaign per day. This will allow us to test which products are generating the most customer interest and then scale the best-performing products to individual conversion campaigns.
• Increasing Budget for Single Product Campaign: By increasing the budget on Shopping Ads Campaign for the best-performing products, we will be able to maximise our reach and drive more conversions.
• Adding Negative Keywords: By identifying and adding negative keywords, we will be able to refine our targeting and improve the relevance of our ads.
• Optimizing Bids with Manual Bidding Strategy: By using a manual bidding strategy, we will be able to optimise bids and maximise the ROI of our campaign.
• Single Product Campaign Optimization: By focusing on individual product campaigns, we will be able to maximise the performance of our ads and drive more conversions.
• Running a Retargeting Display and PPC Campaign: By running a retargeting campaign, we will be able to recover cart abandonments by providing special offers to those who have previously shown an interest in our products. We will also target visitors with a high engagement rate on the website.
• Display Campaign with Multiple Ad Sets: By running a display campaign with multiple ad sets, we will be able to test and scale the best-performing ads.
• Running Retargeting Shopping Ads: By running retargeting shopping ads, we will be able to target users who have previously shown an interest in our products and encourage them to convert.
• Scaling High-Performing Ad Sets: By scaling high-performing ad sets, we will be able to maximise the reach and performance of our ads.
• Others:
  • Keyphrase targeting and gap analysis with Google Analytics
  • Quality score review
  • Match type review, including a balance between broad and negatives
  • Excluding or harnessing the Google Display Network (GDN)

SEO Acquisition Strategy

• The primary SEO issue is the page speed of the website on both mobile and desktop. We will optimise web pages by eliminating Jquery & Javascript where possible and reducing the image size of the website.
• We will also make small tweaks to the website, such as optimising Meta tags to increase CTR, to improve the organic traffic and sales coming through search.
• Targeting new keywords and writing blog content: By researching and targeting new keywords and writing blog content, we will be able to improve the website’s visibility and drive more traffic to the site.
• Backlink Profiles: By improving backlink profiles, we will be able to improve the website’s visibility and drive more traffic to the site.
• Internal linking structure: By improving the internal linking structure, we will be able to improve the website’s visibility and drive more traffic to the site.
• Limiting dynamic URLs: By limiting the number of dynamic URLs, we will be able to improve the website’s visibility and drive more traffic to the site.
• Product Page Optimisation in terms of CRO: By optimising product pages in terms of CRO, we will be able to drive more conversions and improve the website’s performance.
• Others SEO Strategy:
  • New Keyphrase research from Google Webmaster potential and targeting
  • On-page optimisation (match of content and document markup to keyphrase searched)
  • Universal or blended search (images, videos, maps, product content, reviews)
  • Off-page optimisation (link building), particularly through attracting links through content
  • Social media optimisation (integration with SEO and online PR)
  • Universal or blended search (images, videos, maps, product content, reviews)
    • Internal linking and site structure
    • Social media optimisation (integration with SEO and online PR)

    Social Media Acquisition Strategy

    • The current engagement ratio is very low on each post published on Facebook & Instagram. We will be rethinking our content marketing strategy for social media.
    • Content research based on user requirements by using tools like Buzzsumo
    • Preparing a content calendar (1 post per day on social media, 2-3 stories per day)
    • Offering content based on business objectives
    • Boosting content with a low budget spend
    • Implementing an Instagram Influencer Strategy
    • Optimising and leveraging Instagram & Facebook Stories to drive traffic to product pages
    • Sharing discounts and coupons on social media
    • Leveraging Facebook to drive traffic to the website, as currently observed that no traffic is being driven using recent posts
    • Blog: At its current stage, the Kalki blog is undiscoverable on the website, we can have the blog section at the end of the website with most recent blog posts.
    • Product images are great on the blog but we can have links to product pages from blog posts.
    • Content can be more compelling by writing story-telling posts, how-to posts, trend posts & more.
    • Dynamic Call to Action can be placed at the end of the blog, top of the blog post or sidebar of the blog post.
    • Can have a newsletter subscription form at the end of the blog post.
    • No social sharing option currently available on the website
    • Can have an Instagram button to share.”

    All of these strategies will be tailored to the specific needs of Kalki fashion, in order to improve brand awareness, increase conversions and improve ROI. Our team will monitor and measure the performance of these strategies to ensure that they are meeting the goals set out by Kalki fashion.