Overview

Launched in 2013, Zola is a wedding registry platform, designed for the modern couple. Zola provides a new way for couples to create and customize their wedding registry for housewares, couple experiences, honeymoon funds, and cash funds.


Challenge 

Zola hired Good Apple Digital to increase registrations on Zola.com.


Solution

  • Establish campaign efficiency through paid search and social channels including:
  •  Paid search account restructure to better manage bids & budgets and improve ad copy relevance 
  •  Negative keyword list audit and expansion to reduce serving ads on irrelevant long-tail search queries
  •  A/B ad copy testing plan development and phase 1 implementation to increase net conversions/impression
  •  Launched Review Extensions to differentiate from competition

Results

Paid Search

  • After the first month of optimizations, Good Apple scaled the campaign while improving efficiency:
  •  141% increase in conversions while improving cost per conversion by 16%
  •  Conversion rate improved 30% and clickthrough rate improved 47% after one month of optimization

Paid Social

  • 30x increase in daily conversion volume, 88% improvement in Registration CPA and a 12x increase in click to conversion rate since campaign launch