How Transparency & Proactivity Turned Sparkle In Pink’s Search Strategy Around

SEO & Paid Search Case Study for a Children's Clothing Ecommerce Brand

Many ecommerce brands struggle when working with agencies that are reactive rather than strategic. For Sparkle In Pink, past agency experiences had led to wasted ad spend, missed seasonal shopping opportunities, and a disorganized Google Shopping feed that limited product visibility. In this case study, we’ll show how we stepped in to not only fix these inefficiencies but also proactively align SEO and SEM efforts, leading to significant improvements in both paid and organic performance.

Within seven months of launching our Google Ads campaign, conversions rose 58% and revenue rose 40% PoP. Three months after our engagement started, organic traffic rose 48% YoY.

“Our experience with Uproer has been by far our best experience with any agency.  For one, there is a lot of wisdom and talent here, where other agencies lack and try to ‘fake it.’ It becomes apparent very quickly into these partnerships whether they were simply good at 'talking the talk' vs 'walking the walk.'  Besides being good at what they do, the team is extremely pleasant and fun to work with across the board and we value this partnership.”

-Braden Larsen, COO, Sparkle In Pink

The Challenge: Fixing an Inefficient Strategy & Capturing Seasonality

Managing Sparkle In Pink’s digital strategy required overcoming several key challenges that many agencies struggle to address effectively:

1. Scaling Paid Media Efficiently – Their previous agency failed to account for seasonal shifts and consumer behavior changes, leading to wasted spend and irrelevant ads. Because their customers shop for seasonal items up to three months in advance, ads were often running too late and showcasing out-of-season products.
2. Fixing a Broken Product Feed – The product feed for Google Shopping and free Merchant Listings was disorganized and incomplete, limiting visibility. Their previous agency had set it up through Data Feed Watch, but it wasn’t pulling in all products correctly. 
3. Ensuring SEO & SEM Alignment – SEO and SEM efforts were often working against each other instead of in tandem, missing opportunities for improved visibility and conversion.
4. Addressing Competitive Pressures – Sparkle In Pink competes with both large, international brands and smaller boutiques, requiring a highly targeted approach to keyword selection and campaign strategy.

To succeed, we needed a proactive, strategic approach to paid media, a complete overhaul of their Google Shopping feed, and a better-integrated SEO strategy.

Our Solution: A Hands-On, Strategic Overhaul

1. Rebuilt the Google Shopping Feed for Accuracy & Visibility

A well-optimized product feed is the foundation of a strong Google Shopping strategy. We:

• Removed the third-party feed management platform (Data Feed Watch), which was causing inefficiencies.
• Implemented a direct Shopify-to-Google Merchant Center integration, ensuring all products were correctly listed, categorized, and optimized.
• Improved product availability and accuracy in Google Shopping and free Merchant Listings.

This immediately improved visibility, including in SERP features, and eliminated the data inconsistencies caused by the previous setup.

2. Optimized SEM Strategy for Efficiency & Scale

To make Sparkle In Pink’s paid media more efficient, we:

• Restructured underperforming campaigns and adjusted tROAS to improve efficiency.
• Refined audience targeting to focus on high-intent shoppers.
• Launched seasonal campaigns ahead of demand trends, ensuring ads were running when shoppers were actively looking for products.
• Reallocated budgets strategically, avoiding wasted spend on irrelevant or outdated ads.

By focusing on seasonality and demand trends, we maximized Sparkle In Pink’s visibility when it mattered most. In the first seven months of our engagement, conversions rose 58% PoP. Accordingly, revenue rose 40%.

“I've never felt like any other agency truly got to know or understand our business near to the extent that Uproer has. Even down to the simple things like understanding how seasonal we are and how crucial timing is for launching and shutting off ads.”

-Braden Larsen, COO, Sparkle In Pink

3. Implemented SEO Fixes & Content Optimization

To improve organic visibility, we:

• Addressed technical SEO issues, such as adding schema markup to improve search engine understanding of product details.
• Improved site structure to build relationships between collections, allowing us to capture both general and focused search intents.
• Optimized category pages with strategic content and internal linking, ensuring we have a collection to capture potential consumers’ searches.

Three months after our engagement started, organic traffic was up 48% YoY. These changes led collection pages to see a YoY increase in non-brand traffic of 47% and in non-brand keyword rankings of 60% (for the period of July through December).

4. Integrated SEO & Paid Search for a Cohesive Strategy

Unlike the previous agency, we took a holistic approach by:

• Ensuring that SEO and SEM efforts complemented each other rather than competing.
• Optimizing landing pages, internal linking, and content to boost both paid and organic performance.
• Regularly analyzing cross-channel data to make informed strategic decisions.

This approach strengthened overall search visibility and helped Sparkle In Pink maintain a strong presence in a competitive landscape. Now, our SEO and SEM tactics work together to create “wallpapering” in SERPs.

5. Provided Transparent Communication & Proactive Strategy

One of the biggest issues Sparkle In Pink faced with their previous agency was a lack of transparency. We solved this by:

• Providing clear, actionable reporting instead of confusing or misleading metrics.
• Maintaining open communication and proactive strategy updates.
• Collaborating closely with their team to address issues like Merchant Center disapprovals, schema errors, and even brand impersonation attempts.

By shifting from a reactive to a proactive approach, Sparkle In Pink could make data-driven decisions with confidence.

The Results: A Winning Strategy and Partnership That Drives Growth

The key result of our efforts was a dramatic improvement in both paid and organic performance.

• Organic non-brand traffic to category pages grew 49% YoY.
• Organic non-brand keyword rankings for category pages increased by 60% YoY.
• Paid revenue grew 40% within the first 7 months of working with Uproer.

Unlike their previous agency, which was reactive and disorganized, we provided strategic, proactive, and transparent management that allowed them to scale efficiently.

Conclusion: The Power of Proactive Strategy & Transparency

Taking over from a bad agency is never easy. Sparkle In Pink’s experience highlights the importance of transparency, proactivity, and strategic execution in digital marketing.

By fixing broken systems, aligning SEO and SEM, and ensuring seasonality was properly accounted for, we helped them grow their visibility and efficiency across channels.Tired of dealing with reactive agencies that waste your budget? Let’s talk!
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