Case Study: Thorogood®
Mobile View Rates Skyrocket While Cost per View Shrinks With YouTube Shorts Strategy
Service
![service-paid-search-teal service-paid-search-teal](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/service-paid-search-teal-qrljwiwp7ufc6j22ja7djk5ippd36oc55h5bk8hytc.png)
Paid Search Advertising
Industry
![fashion-and-apparel Turquoise icon of purse and dress.](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/fashion-and-apparel-qrljwqfeqipmrer5bdge3i97gsc0w95zuid7eg6tfk.png)
Boots
Focus
![Icon of graphs on a computer screen.](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/analytics-qrljwojqcun246tvmcn4yiqaa0laguyj6928fw9ls0.png)
YouTube Shorts
Goal
![monitoring monitoring](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/monitoring-qrljwiwp7ufc6j22ja7djk5ippd36oc55h5bk8hytc.png)
Increase Engagement, Traffic, & Conversions
![Thorogood boots walking.](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/2023/03/Print-3940-e1678389971530.png)
The Situation
Thorogood® is an industry-leading outdoor boots brand that’s been based in the US for over 130 years and is a very well-known, reputable manufacturer in their space. The business came to ROI Revolution in 2020 looking to grow traffic by expanding their online presence through a combination of paid and organic search optimization.
![Thorogood boots with guitar.](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/2023/03/Print-3718-e1678390611402.png)
Opportunity Identified
By developing a paid and organic search strategy in tandem, a business can dominate the first page of Google search results. After optimizing Thorogood®’s PPC and SEO strategy thoroughly, ROI’s teams collaborated to identify the next best opportunity for growth. YouTube Shorts seemed like a great way to expand into a new ad type to increase Thorogood®’s brand presence and profitability even more.
ROI in Action
Since YouTube Shorts are a newer ad type, the ROI team consulted our partners at Google to establish best practices and budgets to manage Thorogood®’s Shorts strategy. With YouTube Shorts, there was an opportunity to have mobile-optimized videos instead of videos made for desktop that also appeared on mobile. With the new YouTube Shorts strategy, mobile view rates skyrocketed from just 2% to 18%! This also led to not just increases in click-through rates and goal conversions but also a significant decrease in cost per views, leading to a highly profitable strategy for the brand. In fact, Thorogood® had their strongest year ever in 2022.
Results Achieved
![click Gold graphic of mouse pointer clicking a button.](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/click-qrljwkse1av108bhf44nfxnuobf7j3p9jkwjxozs2w.png)
![growth growth](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/growth-qrljwjujugtqomcuklq0vfwe2xjubelj7g92gf1694.png)
![purchased-ads-spend purchased-ads-spend](https://roirevolution-staging.atlanticbt-server.com/wp-content/uploads/elementor/thumbs/purchased-ads-spend-qrljwjujugtqomcuklq0vfwe2xjubelj7g92gf1694.png)