Driving Incremental Revenue with Rag & Bone’s Non-Branded Search Program

Rag & Bone needed to efficiently scale revenue year over year, but primary channels Branded Search, Meta Retargeting & Re-Engagement were already returning at their maximum potential. Ultimately, they needed to invest more in upper-funnel strategies to generate incremental revenue in other channels.

WITHIN identified an untapped opportunity to generate incremental revenue by overhauling Rag & Bone’s Non-Branded Paid Search program to reduce reliance on often non-incremental Branded Search. To start, WITHIN restructured campaigns into a data-dense format that adhered to latest best practices, empowered Google’s algorithms, and expanded upon existing keyword categories. WITHIN then launched two new campaigns: i) targeting the top revenue driving product categories during each season and ii) conquesting competitor keywords to siphon customers away from the competition. Additionally, WITHIN restructured the existing retargeting campaigns and incorporated broad match keywords based on high-impact categories which allowed Rag & Bone to reach middle-of-the-funnel consumers. Finally, WITHIN improved the Dynamic Search Ads campaigns by using a Page Feed in addition to category and URL-based targeting to fill keyword gaps.

WITHIN optimized Rag & Bone’s existing channel, strategically increasing non-branded campaign spending by 96% year-over-year. This optimization also led to significant improvements in campaign performance. Non-branded paid search conversion rates improved, while bounce rates decreased by 32%, driving an 18% increase in incremental ROAS and increased incremental revenue.