Toggled Shopify Theme & Advertising

Challenge

Toggled wanted to create a direct-to-consumer sales channel to decrease the inventory of a discontinued SKU unable to be sold through their main channel.

Solution

The initial idea was to create a fully custom Shopify theme, but I suggested customizing an existing theme from their marketplace. This allowed us to launch a store quickly and leverage a strong theme foundation. After launch, I began creating advertising campaigns in Amazon and Google Shopping. Through daily optimizations, I made the campaigns profitable and expanded into other advertising campaign types.

I also noticed a lot of people were searching for installation videos relating to LED light tubes. So I keyword-optimized Toggled's installation video, and it soon began to increase visibility in Google search and YouTube. This helped with overall brand awareness.

Results

A new profitable sales channel was created and the discontinued inventory was liquidated preventing a loss. In addition, the data collected helped to understand the customer and provided an avenue for product feedback to innovate.

• Role strategy, development, SEO, and campaign management
• Technology Google Search Console, Google Analytics, Shopify, Google Shopping, Google Merchant Center, Microsoft Advertising, and Amazon PLA
• Timeline 1 year
• Client Toggled
• store.toggled.com

"Jacob did a great job setting up and optimizing our Google Shopping ads to increase sales and brand awareness. He also provided valuable insights from the analytics data to help us make better future marketing decisions."

Rob Shmitz, Toggled Marketing Director