This blog post will teach you how to allocate your marketing budget using the reports in Google Analytics. You'll learn how to setup campaign tracking and identify your best traffic sources. By the end you should know how to spend your marketing budget wisely.

With a limited budget we needed to work out how to better allocate our marketing spend. We needed the biggest bang for our buck. We built an app for Google Analytics to upload our cost data from all our channels automatically. This allowed us to compare the cost and performance of all our marketing channels alongside each other.

We assumed that customers probably use brand terms to search for our business on a search engine. The likelihood is your business probably appears near the top of the organic search results.

If your business appears in the organic results you may decide you don’t want to bid for your brand terms.

Before you make that decision, there are some important things to consider.

  1. Generally Brand terms have a better click through rate.
  2. They probably rank higher and you'll pay less for your own brand name.
  3. By bidding you can control the messaging you want customers to see.
  4. You can choose the landing page instead of relying on the search engine.
  5. You can use site links to navigate customers to the most valuable pages of the site.
  6. You can show off seller ratings and highlight good reviews.
  7. Brand targeted ads are also a great place to test your messaging for other channels.

If you have decided you still don’t want to pay for clicks on your brand terms consider these problems.

"your competition can still bid whilst potentially paying less to do so" and “It might cost you more if you don’t bid on your brand terms”.

Using our attribution model it was obvious that retargeting played a key role in the consumer's journey to purchase. We were successful getting customers signed up for the free trial but we needed to convert them in to subscription paying members.

Normally we drive visitors to the site using Facebook ads and Google Search. We were using a number of optimization tools including hotjar and Unbounce to optimize the landing pages for conversions but found customers quickly stopped using the tool after they signed up.

We used Facebook Messenger ads to bring clickers right into a conversation about what is working and not working for them.

CanvasCamp 5 months ago

CanvasCamp is one of the world’s leading canvas tents specialists, who creates high-quality equipment for nature lovers and sells it at affordable prices.


The business aims to help people create great memories when exploring the world, no matter how harsh the conditions are. Because it is known as a benchmark for canvas tents and for its good-looking products, we got overly excited about working with this client.

It all started with a meeting

If you read about us, you are probably already familiar with our way of working. Each collaboration starts with a briefing for development. In this phase the business owners communicate all the requirements they have for the project.

Baldwin built the first Magento webshop for Canvascamp in 2014. Now 4 years later we wanted to upgrade to Magento 2 and create a new shopping experience. After we finished the marketing & the technical research and we gathered all the information we needed, we proposed a structure for the website. It was properly adjusted depending on the client’s feedback until we established the final version.

Design & development

Our designers’ challenge was to properly translate the brand concept into the online shop. They chose to create a clean and simple design, that would highlight the Instagramable products manufactured and sold by the client. It perfectly fits the CanvasCamp’s brand identity.

Our team of developers started by setting up the test server & platform. They integrated the extra modules, transferred all the data into the new Magento 2 system and programmed all the custom backend functions. It all started to take shape after the front-end team programmed the templates.

SEO & analytics set-up

SEO and SEA functionalities are the most important things we deliver in terms of marketing at the launch of any webshop. Before launching CanvasCamp, it was all about 301 redirects, SEO check-ups & accounts configurations. We wanted to make sure each page is properly indexed by the search engines and the provided data is accurate.

Go live & advertising

After we made sure all the go-live checklist was completed by our team, the website was soft live for a few days. Everything was tested again, by our team and the client as well. At the moment of the launch, all the marketing campaigns were scheduled.

Now, we think CanvasCamp is one of the prettiest camping webshops. We share the credits with the client’s team, whose expectations were to create a project that raises the standards. We succeeded.

Orthoshop 5 months ago

Orthoshop is an e-commerce website that focuses on the delivery of reimbursed orthopedic products, such as shoes, prostheses, braces and bandages, mobility aid, pediatric orthopedics, therapeutic stockings etc. The company is recognised by all health insurance funds from Belgium and it’s responsible for the administrative process for the reimbursement.


Our collaboration started with a briefing for development, in order to conclude all the requirements that the business owners wanted for their webshop. We established it will integrate various specific functionalities, combined with a beautiful design.

Creating the wireframes

Here, at Baldwin, we create wireframes before starting to work on the design. We created the layouts by keeping in mind how we want users to work with the information from our webshop. The purpose of each page was established based on the user’s point of entry.


When it comes to design, a careful planning generated a natural flow of the work. The design is responsive and it keeps being intuitive and pleasant to the eye, even on mobile devices. By including high-quality images in the website’s content, we succeed to offer this webshop a clean interface, which brings out all the benefits and products available.


We knew exactly how each page should look like and which were the functionalities that the client wanted to be implemented on the website. We created this website by using Magento 2, according to prior planning.

Site launch

Before launching it, we made sure everything was tested by both the client and our team. We checked if the SEO functionalities & shopping flows were working properly.

Joliette 5 months ago

Joliette is an online store selling fashion and home & deco products in Romania. Behind the webshop are two people eager to explore the online retail market, Livia and Răzvan, and a whole team ready to help them conquer it, Baldwin.


It all started with a briefing for development with all the requirements the business owners wanted for their website. The initial objective was the development of an MVP. The online shop had to be responsive, with a customised design and it had to integrate various functionalities.

Building the brand

After determining the company’s target audience and the mission statement, we researched the businesses within the industry, outlined the benefits and created the brand identity. We knew Joliette is a business for millennials. They are active in social media, they are preoccupied with their look and the environment they are living in. They have an income over the medium average of the market and they are online shoppers.

Creating the wireframes

Before starting to work on the design, we created the wireframes. This is one of the most important steps in the process of screen design. The layouts were created according to how we wanted the users to work with the information. Each page was build considering the user’s point of entry.

Design & development

Thanks to our careful planning to the smallest details, design tasks have gone naturally. We created the logo, the design for each page, and images for the most important communication channels. The design is young and vibrant, perfectly expressing the brand’s personality.

By having all the information, our development team worked on putting all our efforts into practice. They made sure they implemented all the functionalities and the SEO checklist, as planned.

Usage and tracking

SEO & SEA functionalities are two important things we revise and deliver with the launch of any webshop. We make sure each page is properly indexed by the search engines and all the data we gather is accurate. This is why the next step was represented by the implementation of various tools, such as Google Analytics, Google & Bing Webmaster tools, and Google Tag Manager.

To make sure we look at data relevant for the business, we track add to cart events, newsletter subscriptions and purchases. Based on these, we create, later on, relevant ads targeting the right audience and get in touch via e-mail campaigns.

Go live and advertising

The website was in a soft live state for a few days, until we made sure everything was tested by the client as well. At the moment of the launch, the online marketing campaigns were scheduled, according to the pre-approved ad budget. We created various messages according to each channel and its target audience.

Our main advertising channels are Google AdWords, Facebook and Instagram Ads. We succeeded in creating an interested audience which is eager to hear news from our client and regularly pamper with clothes and decorations.

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