Paid Search, Google Shopping, Facebook, and Inbound Marketing Campaigns boost an E-Commerce site by 11.8x.
The customer was dissatisfied with their earlier PPC agency since it had not expanded as quickly as planned.
Several of their ads had too high a cost per acquisition, and they were losing money on some of their best-selling products. Furthermore, the firm primarily concentrated on paid search and retargeting channels while ignoring potentially lucrative channels like Google Shopping and Facebook. As a result, the variety of services they provided was restricted. They did not, for example, pay attention to the post-ad click user experience.
They were also dealing with two other significant concerns. For starters, Google had lately begun to disapprove of their advertising due to trademark infringement. As a result, they lacked insufficient order volume from mobile devices, which drove 40% of overall traffic and quickly rose each month.
We designed a six-step plan to solve immediate difficulties, scale campaigns, and achieve long-term sustained development after learning about their target audience, goals, and problem areas.
The execution of our plan included:
Addressing Trademark Violations in Ad copy
The primary problem, we noticed, was with the landing pages. They were generic and lacked any auto manufacturer-specific information for the make-specific advertisements. As a Premier Google Partner, we collaborated directly with Google account strategists to promptly remedy all trademark issues.
Improving the Landing Page Experience and Restructuring the Account
The website was not converting at an ideal level, and we discovered that one of the primary causes was a poor landing page experience. Furthermore, previous ad groups had hundreds of keywords, and the account lacked any specialty or long-tail keywords. Developing highly personalized ad text for all ad groups is possible with only one term in an ad group. We built new landing pages tailored to the ad content and keyword and the make and model. We created a dynamic landing page with content that changes depending on the make, model, or targeted keyword. We also updated the landing page to make it more straightforward and more user-friendly.
Developing a Mobile-Friendly Site
Following that, we created a mobile-friendly, responsive website because the old site had extremely low conversion rates on mobile devices. We expected mobile devices to account for 50% of traffic soon, so this was necessary.
Launching Google Shopping Campaigns
We’ve always had great success with Google shopping ads, so this was a top priority. However, creating a comprehensive shopping feed of about 23,000 unique products proved difficult because the customer had already set up their items. Despite this, we constructed a keyword-optimized data stream and automated the procedure every month after some work.
Launching Bing and Facebook Campaigns
We set up and launched Facebook campaigns to help us scale up our efforts. To be successful on Facebook, we understood we needed to concentrate on target audiences. We focused on three kinds of audiences: Retargeting, Purchase Behavior, and Lookalike. We took a more detailed strategy with the first two, creating advertising for all makes and specific popular models since we knew which makes or models people were interested in or owned.
Implementation of Inbound Marketing
Implementing inbound marketing and email marketing was the final piece of the jigsaw. First and foremost, we required a centralized platform from which to monitor and track all operations. We began sending out various email campaigns, including nurture, promotional, holiday, and abandoned cart emails. We created engaging blog articles, optimized material for SEO, started informative e books for people who aren’t quite ready to buy, and began providing frequent content on their social media platforms.
Almost immediately, the E-Commerce site saw an overall increase in performance. Each stage of our six-step approach greatly enhanced growth and stacked each other to work cohesively. We now had a multifaceted, fully armed digital marketing plan to pursue prospects across all available channels — paid, social, organic, content, and email.
There was a dramatic improvement in every facet of the business, including:
1079% improvement in orders
Improvement of 52.4%